January 23rd, 2012

Sunshine and roses? Try raw ambition and elbow grease.

Alright, San Francisco. One minute, you’re freezing our faces off. The next, you’re dumping buckets on our heads. If you’re trying to get us to do our angry pouty face, it’s working. At least there’s something out there to keep us happy: Mortar’s new outdoor work for Golden Gate University. It’s the next phase of the Shine campaign we launched back in 2009.

Hrmm, you think to yourself. With a tagline like “Shine,” I thought the headlines would be all rainbows and sunny skies. Not quite. The kind of shining GGU students do actually takes a freaking ton of hard work, dedication, and a relentless desire to succeed.

GGU is for the ambitious finance major who works two jobs and runs to classes in between. The tenacious law student who was the first in his family to go to college – let alone grad school. The hyper-busy mom who’s committed to finishing her degree. To “shine” is to make the self-inspired, completely optional decision to rise above the 40-hour week, using the remaining 128 hours to bust your gritty behind and thrust the idea of “succeeding” into a new dimension.

The message is bold, and so are the headlines. GGU students shine so bright, they make the sun look bad. Especially in craptastic weather.

                        

 

         

 

Posted by jenni in Mortar's Work
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January 20th, 2012

Eat24 – Less Time Cooking, More Time ____ing.

When we first discovered Eat24 – an online service that allows us to order food without having to deal with human beings – we wept tears of joy.  When we found them sitting in our conference room, a certain copywriter who shall remain nameless burst into the meeting and said, “You guys are Eat24? I f#*!ing love you guys!” …and the business was ours. A few months later, new work is beginning to break. Work like this right here. Enjoy.

 

In which our hero grabs some well-deserved me-time. Mmmm. Hero. Wonder where you could
order one of those for takeout and/or delivery?

 

Sloths are not lazy. They’re just conserving energy. We’d tell you to write that one down, but the
pen and paper are way…over…there.

 

We’re not saying you should order Eat24 for every meal, but if you did, you could make every shelf
in your refrigerator The Beer Shelf. 
 The more you know.
 

Let the eagle soar! (Especially if you’ve got a trained eagle who brings you delicious food.
If not, Eat24 can help.)

 

Posted by Hugh in Advertising San Francisco, Branding, Food and Drink, Mortar's Work
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January 17th, 2012

You have a problem. And that’s okay.

We love it when clients share our sense of humor. So when Marketo asked us to make fun of marketers and all the worn-out, senseless jargon we they use, we didn’t blink half an eyelash before saying yes.

Though it might seem like a bunch of shiny pictures and word fluff, marketing is a tough job. (Stop laughing.) Marketo’s customers find themselves caught in a constant tug-of-war, between sales teams harassing them to find better leads, and higher-ups demanding to know where all the marketing dollars are going. It’s enough to make you crazy.

The whole thing would be a helluva lot easier if marketers could see what goes on behind the invisible marketing curtain – like which leads are more promising, and which marketing efforts are working best. That’s exactly what Marketo helps marketers do, using smart tracking software and sophisticated analytics. They wanted to tell their customers they’re here to extend a helping hand, hopefully catching them before they go off the ledge (or at least before they make that awful splat! sound on the ground).

Behold: A series of direct mail postcards, leading to a landing page where users can submit their own headlines. Remember, writing can be a highly effective means of relieving stress.

            

           

 

Posted by jenni in Mortar's Work
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