Bigger Is Better
Clarity Coverdale Fury creates 30 ft cigarette, snuffs it out
MINNEAPOLIS — There is no shortage of big ideas at Clarity Coverdale Fury these days. From 12 foot wide hockey nets at collegiate hockey games across the state to a 30 ft high cigarette being extinguished along interstate 35W north of the Twin Cities, the agency has once again looked at larger than life concepts to reach beyond the traditional television, print and radio executions for its clients.
“Our Paul Bunyan sized cigarette should get Minnesotans thinking about quitting smoking in a really big way,” says Jac Coverdale Chief Creative Officer of Clarity Coverdale Fury. “With every trip back and forth to the cabin or the casino, smokers will be reminded that QUITPLANSM is ready to help when they are ready to quit.”
Even with the success of hundreds of online media sites, dozens of cable channels, endless podcasters and racks of niche magazines, brands can still reap large rewards by embracing everything from street marketing to larger than life, in your face executions like the monster cigarette outdoor billboard. Clarity Coverdale Fury is no Johnny-come-lately to big ideas and big executions. In 1991, Clarity Coverdale Fury partnered with Minnesota chapter of Mothers Against Drunk Driving (MADD) to hoist a demolished car from a fatal DWI accident onto a billboard along interstate 494 in Bloomington, Minn. It became the field trip destination for countless high school students. Media lined up from around the country to catch a glimpse of the carnage caused by drunken driving.
While it’s unlikely that anyone making a pilgrimage to highway 35 in Forest Lake will drive away with a lump in their throat or a tear in their eye, they most assuredly will have the image of the monster sized cigarette burning inside their mind as they approach the New Year thinking about quitting smoking. QUITPLAN services and Clarity Coverdale Fury are quick to remind folks that the oversized cigarette represents one powerful addiction and a pretty powerful image to get smokers thinking about making a change in behavior.
In April of this year Clarity Coverdale Fury received the O’Toole Award from the American Association of Advertising Agency (AAAA), recognizing the top creative agencies of the year in part due to the exemplary work created on behalf of MPAAT and QUITPLAN services. The agency also is the only Minneapolis agency recognized in the less then $7.5 million revenue category, and one of the few independently owned firms included among all nominated winners.
Five times in the last seven years, Clarity Coverdale Fury has been named one of the elite creative agencies in the U.S. by AAAA. The American Marketing Association has also recognized its work as some of the industry’s most effective campaigns in the country.
Clarity Coverdale Fury offers brand development, advertising, promotions and public relations to clients throughout the world. Current brands in the agency’s portfolio include QUITPLAN Services, Medtronic, International Dairy Queen, and Park Nicollet Health Services among others. Information on Clarity Coverdale Fury is on the World Wide Web at www.claritycoverdalefury.com
For more information contact Colleen O'Malley at 612-359-4327 or