Malcolm Bailey // Portfolio

19 Crimes is part wine brand, part ode to a lesser-known chapter of history. Here are some headlines I wrote for its out-of-home campaign.

Far too many stray kittens and puppies were roaming the streets of San Francisco. Mostly, because far too many pet owners were refusing to have their animals neutered and spayed. So we created an out-of-home campaign for the SF SPCA, setting up pet condom dispensers in the city’s parks. We even gave our new product a brand name ‘Animal Instincts,’ as well as a website and social presence. However, when people actually tried to get their free condoms, they quickly realized this was simply our attempt at spreading the word on the importance of getting Fido fixed.

Hawaii’s small business owners would rather spend more time planning for future success and less time worrying about the potential for disaster to strike. So we created a series of print ads for First Insurance that empathized with that insight.