An economic upswing is good for just about everyone. Except for graduate schools, who historically see enrollment go down when job prospects go up. With that top of mind, GGU’s new marketing director was looking to make a big impact this year to reverse that trend. Like, Prince George’s baby kangaroo backpack big.

Uhm…yes, please! All we do is sit around waiting for clients to ask us to go big. GGU’s graduate audience is an ambitious group who are wont to react to energizing, active language that helps them envision their future impact on the world. So we readied an arsenal of powerful headlines, refreshed the design, and proceeded to make our mark on the Embarcadero BART station.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Whether you’re familiar with the GGU brand or not, know that you’re looking at a lot of firsts here. The layout and imagery are bolder and more contemporary than before. It’s the first time we’ve done location-specific ads for GGU, playing off different areas in the Bart stations. And, it’s the first time we’ve executed a programmatic campaign that calls out specific degrees.

Program-specific ads. Because the more tailored your message, the stronger you’ll resonate with your respective audiences. 

 

But most notably, it may very well be the first time an agency has launched this many ads at one time. Knowing that volume = impact, GGU chose to flood the Bay Area with 900-odd ads. (There aren’t even that many grocery stores in San Francisco!) In addition to hitting Embarcadero and Powell BART, we placed billboards in the East Bay and posters at Walnut Creek, Lafayette, and Pleasant Hill stations. And that doesn’t include the litany of digital banners that are running. The sheer quantity of work produced is astounding – as is the amount of booze and snacks that was required to keep us alive.

But wait, there’s more! Have you seen the billboard up on Bryant Street between 3^rd and 4^th? Call an Uber and hightail it over, cause this is huge!

The biggest challenge was finding a Scandinavian woman tall and willing enough to stand up there for an entire month. Don’t worry, we’ll tip her well.

900 ads, a billboard, and a brand that’s more relevant to its audience. If you’re a Bay Area resident who’s even flirting with the idea of maybe, possibly considering a graduate business degree, you’ll now be thinking about GGU. Our work here is done. (We think. Unless those are the footsteps of the account team running to hand us another deliverable. Quick – to the fire escape!)

The clean technology industry is worth $170 billion and counting. But spend that money the wrong way, and it all goes down the low-flow drain. When Mortar started working with Westport, they told us they were a Canadian IP company, citing Dolby as an analogy. In the same way Dolby develops technologies for speaker systems, they said, Westport built the technology behind natural-gas-powered trucks.

But when we took a tour of their Vancouver facilities, we saw this.

That’s a natural gas engine designed for a long-haul truck. Oh, and it’s about the size of a smart car. Imagine this bad boy dangling from a factory ceiling on a thick metal chain, connected by giant wires to giant computers, whirring and humming as engineers test its power and agility. It was like the truck equivalent of a disembodied brain-in-a-jar, hooked up to a life support system.

Eets aliiiiive!!

 

Westport sure didn’t look like an IP company to us. From our initial observations, it seemed like they needed to focus less on their technology, and more on the human impact their technology drives. It’s a common situation we find our tech clients in, ingredient brands in particular – and cleantech is no different.

And so the Mortar360 process began. Our conversations with customers, partners, prospects, and industry analysts confirmed our suspicions. The same way that Intel was a computer processor company, Westport was absolutely an engine company. And these were no ordinary engines. They were more efficient (read: cheaper), better for the planet, and powered by domestic-fuel – which happened to be exactly what Westport’s early adopter audience was looking for.

Our research also revealed an important market perception. In 2013, Westport’s natural gas engines were already being used in long haul trucks. Yet most of the world was still talking about industrial natural gas vehicles as “the next big thing.” Why? Well, when your friend starts wearing mesh shirts to work, that’s an obvious change. When trucks start running on new engines? Much harder to see. And having an unclear brand message certainly doesn’t help.

Guided by these insights, we crafted a positioning that celebrated the powerful advantages of Westport engines and declared natural gas a thing of the present. The tagline, “Here and Now,” said it all. Add a custom photo shoot, and a stunning brand book and print campaign were born.

And some snazzy print ads, too.

 

The white balloons are a quiet nod to clean fuel. They represent purity, clarity, and the wonder of discovery. They represent possibilities and potential. They signify how Westport is changing transportation in cities and industries everywhere, helping make the world a cleaner place. We also brought those ideals to life in a brand video that’s been used at events, trade shows, and online.

 

Visit our case study page to see the brand identity, website, and manifesto ad we also created. We enjoyed helping Westport find its place in the clean transportation world. And now we’re doing the same for CALSTART, a nonprofit that knocks down the political and financial barriers standing in the way of clean transportation. That’s all we can divulge about our adventures in cleantech for now. ‘Til next time.

At Mortar, getting a number wrong usually results in us trying to order a pizza from a dry cleaner at 2 a.m. But for healthcare providers like Lucile Packard Children’s Hospital Stanford, the ramifications are much more serious – after all, 50ccs of a medication is a far cry from 15.

Taking basic steps, like saying “one-five instead of 15” makes a surprisingly huge difference. And that’s just one of the techniques that can be used in the hospital to eliminate preventable harm.

The question is, how do you communicate these somewhat mundane-yet-crucial rules to staff in a way they’ll pay attention to (after all, these are some of the brightest and busiest doctors and nurses in the field) while staying consistent with the warmth and care you’d expect from a children’s hospital?

Our answer: Punimals!

 

Pairing adorable bespoke animal illustrations with equally adorable and punny headlines allowed us to communicate life-saving information in a manner people wanted to engage with. And, we gave employees plenty of opportunities for doing just that – through posters, mouse pads, training cards, magnets, screensavers and even direct mail postcards sent to employees’ homes.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Saving lives and keeping children healthy was clearly the most important goal of the campaign, but we have to admit to grinning when we heard people were going out of their way to collect all 10 characters. Now, if only that dry cleaner would arrive with our deep dish pie.

If a client came to you and said, “Make me a conference logo that screams open source cloud automation, cooking, and AC/DC in a badass way that also works for big business,” how would you respond? Well, here’s how we did. Enjoy our work for ChefConf 2014. The t-shirts sold out on day one.