Shawn Cournoyer

American Red Cross "Realities" Campaign Proposal - Campaign concept for American Red Cross project directed at high school seniors and college age groups. "Realities" direction is meant to educate the audience of misconceptions of donating blood.

American Red Cross "Donors" Campiaign Proposal - Campaign concept for American Red Cross project directed at high school seniors and college age groups. "Donors" direction is meant to illustrate how donations are distributed and who benefits from your donation.

Schneider Electric HR Campaign - Schneider Electric wanted a way to attract the brightest and most energetic college graduates for their worldwide facilities. The best way to reach this audience was to utilize a technology that they utilize everyday and communicate with - text messaging. And as this is an international way of communication, it was globally relevant and allowed us to insert any message that would be of interest to this audience and word the headlines as they would in a text message.

APC AV Product Introduction Campaign - The goal of this project was to create a campaign for APC’s line of high-end AV power protection equipment that addressed 2 key groups - advanced AV enthusiasts who have invested over $10,000 in AV componentry, and professional AV installers who would recommend APC components to their customers.

APC Gaming Advertising - In these ads, we were tasked with reaching an audience that was insular and jaded against any obvious marketing conventions - video game players. We started from the perspective of the MMO gamer (Mass Multi-player Online) who has a great attachment to his rig (gaming system) and his teammates, and utilized terms such as “Ganked” (to get humiliated and destroyed) and “Guild” (a group of team players that have allegiance to each other) to create a unique connection with them.

APC Data Center University Campaign - To highlight APC’s online data center training program for IT managers - Data Center University - we utilized 3 distinct approaches to capture the intended audience’s attention - Humor, unlimited availability, and testimonial.

capitalize08 Reseller Recruitment Campiagn - Created in 2008 as a re-education program about APC products and services - a series of seminars dedicated to focusing on how resellers could sell products to their clients. In addition, APC used these events to help resellers communicate with their clients on issues that have become prevalent in the IT industry - virtualization, power costs, high-density server deployment and more.

APC Trusted Advisor Campaign - The goal here was to position APC as the “Trusted Advisor” for IT. The overall visual idea is to illustrate our way of seeing how the data center works and the issues that we see versus what the normal person sees. Utilizing a thematic red line illustration style, we show the intangibles in a tangible way and how APC’s methodologies can change the issues that today’s IT managers have to deal with on a daily basis into a more manageable and less dramatic situation.

APC "Elements of the Efficient Enterprise" Campaign - To explain a “cause and effect”-type scenario in a clear and concise way, we turned to basic physics and the Periodic Table of Elements - Distilling all the features of the APC Data Center technology into a fundamental feature set that all the configurations of the product would be based on. Once these elements are addressed, your solution would be complete. The approach went over so well, that engineers were asking for materials to use for reference while they were creating new solutions.