Kevin Egan

BRING BACK AN UNWAVERING ICON,
BUT MAKE IT NEAT.


You can’t distill authenticity. So we pulled out as many original Cutty Sark artifacts and anything tangible we could uncover from its heyday. Then let Cutty’s unwavering past convince a new era that an icon needs to have seen things, and Cutty proved it’s seen it all, since 1923.

By tomorrow, some random celebrity will have endorsed yet another soulless spirit brand. It’s one of several trends that continues to flood a crowded spirit category with more bottles lacking any backstory, grit, or even an ounce of originality.

But, crack open a cask of Cutty Sark and it bleeds authenticity. It stands apart for a new generation as one of the few iconic whisky orders left with a real past.

So we created several experiences offline and online that would allow them to truly see, feel, touch and experience a taste of Cutty’s legendary history firsthand.

We turned Similac into a baby formula brand that not only connected with parents, it culturally changed the way they act.


Nearly 90% of pregnant women intend to breastfeed their child, while only 50% are actually able to. The result is often frustration, guilt, and perceived judgment from other moms.

This inspired us to envision a world where judging moms is a thing of the past. We celebrated every possible style of parenting with the new campaign we created: “Welcome to the Sisterhood of Motherhood.” 

We supported working moms, stay-at-home moms, gay moms, man moms, formula moms, and exclusively breastfed moms, even though we're a formula brand. Because we were celebrating everyone on their journey.

The campaign gathered over 8 million YouTube views within the first few days it went live, which is 2x the number of new moms that exist at any given time in the US.

We sustained momentum through print, social, and product-focused video, giving the Similac brand a true platform to separate itself from competitive brands.

Fast cars, thrill rides, action movies…
Most people get excited by ups and downs. 
But when you’re living with diabetes,
there’s no greater rush than feeling steady. 
Now that’s exciting.

We found out that when people use Sugar In The Raw products they feel a sense of accomplishment — both for choosing a natural sweetener, and for creating something extra delicious. We brought this to life in our "Raw Natural Sweetness, Raw Natural Success" campaign that ran across TV, Time Square outdoor, and social platforms that highlighted everyone's sweet success. 

What kind of guy eats Hot Pockets Snack Bites? Probably the kind of guy who doesn’t take off his virtual reality headset to eat. 

Turns out, we were right. Within the first month of airing, Hot Pockets' first-ever bite size pizza snack completely sold out in stores across the U.S. The freezer aisle was cleaned-out by hungry fans making the campaign launch one of the brand's best yet. 

These dudes didn't defend our freedom, but they did provide fun content for social and pre-roll. 

While shooting our commercial we came up with the idea of a fun docu-style parody titled “Hunger Under Fire,” which we wrote, produced and shot in less than a couple weeks. That'll work up an appetite for a HoPo.

We created a global print launch for Ben & Jerry's 100% Fair Trade Ice Cream. They were among one of the few ice cream brands at the time that set out to make every single ingredient in their flavor collection Fair Trade. They needed a simple breakthrough idea to help tell this wonderfully ambitious news to ice cream fans everywhere. We showcased their famous cow mascot “Woody” in a variety of unfair scenarios as a fun juxtaposition to show how “fair” their ingredients were. The results were delicious.

The Northernmost Scotch In The World.

Highland Park single malt is less widely known because it has never been made on the mainland of Scotland. It was founded in 1798, far up on the Orkney Islands, which are a unique group of small wind-torn islands off the northeastern coast of Scotland. This distant and barren land is so far north it’s on the same latitude line as Anchorage, Alaska making it the Northernmost distillery in the world.

It’s not featured on the well-traveled “scotch tours,” because the other famous single malt regions don’t want you to know about this region. But for those willing to explore further, you can discover a unique location where different weather and distilling practices have been producing significantly different single malts for hundreds of years.

Our campaign set out to reveal this hidden gem on the map. We created dramatic tasting experiences here in the U.S. that would awaken the senses with uniquely tangible items that could only hail from the Orkney Islands. We created interactive maps that helped reveal the story of this legendary location, and educated restaurants, bars, and scotch enthusiasts everywhere how Highland Park has continued to set themselves apart, in both quality and geography.

We decided to take an old Quaker Oats ad and drop a Ghostface Killah narration over it, because Ghostface Killah really enjoys oatmeal, and Quaker Oats probably wouldn’t really enjoy anyone messing with their ads. But maybe they should?


Credits:
Conor Hagan, Art Director
Kevin Egan, Copywriter
Alex Delany, Editor

A personal photo project capturing unique commuter set in NY. 

They have one speed: Woooooosh. 

See more on Instagram . 

Going Through UCB

I love that fine line between really smart and really stupid. So jumping into UCB Theatre's Improv Training Program back in 2015 was a brilliant idea. It was a ton of fun completing all 4 levels of Improv and Sketch alongside some of the kindest, funniest, most supportive weirdos around. My kind of people.

Here's a series of photos from my time there. 

UCB Theatre