PAM FUJIMOTO

As the U.S. Treasury plans to redesign the $10 bill to feature a woman, WONGDOODY teamed up with the American Association of University Women (AAUW) to increase awareness of the U.S.’s persistent gender wage gap. On average, a woman in the U.S. is paid just 79 cents on the dollar compared to her male counterpart. While the U.S. Treasury was asking for input on who should be featured on the new bill using #TheNew10, we introduced #TheReal10 as a way to draw attention to another monetary issue, the wage gap.

At TheReal10.org, women could upload their photo, select their ethnicity, and generate a $10 bill to reflect their average pay in comparison to a white male counterpart (such as $6.30 for African-American women and $5.40 for Hispanic and Latina women). They could then share it out and show everyone what $10 looks like for them. 

In 2014, we developed a new positioning and brand platform for Southern California born The Coffee Bean & Tea Leaf, and used it to launch the first large scale campaign in the brand's 50 year history. To stretch a small budget we turned to social and tapped into the brand's enthusiastic fan base by creating a new beacon for the brand out of their signature purple straw – activating it in ways custom to each channel.

After 20 years, it was time for a refresh. Or more like a complete redesign. 

The original black and green color palette has been amped up with shockingly neon shades that capture our agency's energy, boldness and enthusiasm. We made sure to keep the memorable name as the hero. The new site design demands attention and invites curiosity—check it out at wongdoody.com, and be sure to click on the exclamation point for more fun.

Dickies is an iconic American workwear brand that's been around since 1922. While at Creature, I helped win this account, and led the creative on Dickies for two years. I spent time on oil rigs, restaurant kitchens, knifemaker studios, cell phone towers, farms and ranches. We launched a new campaign for Dickies under the tagline "Built to Work,"  which brought the brand back to its core worker segment. 

I had the pleasure of CD'ing the Creature windows for three years. They became an excellent form of self-promotion for the agency, both a regular source of PR and a showcase for Creature-thinking. The mix of displays ranged from interactive to personal to philanthropic to controversial, and gave us the opportunity to problem-solve and experiment across disciplines on non-client projects. 

This work launched the first new campaign for Absolut Vodka in 20 years (after the iconic bottle campaign), under the tagline "In An Absolut World." 

Travel back in time to 2001, when I was the art director on this campaign at Wongdoody. It still one of my favorites though and was recognized by D&AD, One Show, Creativity Magazine, Archive, and the Seattle Show.

Are you wondering what this is all about? Predrag (also known as Peja) Drobjnak was a center for the Sonics who we discovered loved to ham it up for the camera. So we turned it into a very low-budget mini campaign featuring Drob, and created a cult following for Drobnjak's Manjaks.

It was even featured on NBA on TNT, commented on by an unimpressed Charles Barkley, who called it "weaker than water."

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Creature has an ongoing tradition of using its street facing windows for art projects and visual experiences. For the holiday season, we wanted to benefit a charity, so we transformed this space into a functioning boutique called The Window Shop, a window you can actually shop from. 

The store featured “one-of-a-kind gifts to confuse your loved ones,” including many items handmade by Creature employees. The eclectic range of items is made of up over 100 gifts, which include things like a miniature presidents set, a rum bottle lamp, “Dirty Hankies,” and a paper maché dolphin with Elton John’s face. 

All proceeds from The Window Shop went to Hamomi Children’s Centre - a charity that Creature lends space to in its offices. Hamomi provides comprehensive care to orphaned and vulnerable children in Nairobi.