Amy Giles, Copywriter
A creative engine for award-winning work across multiple media. Building compelling campaigns, print ads, brand identities, catalogs, brochures, promotional mailers, e-blasts, social campaigns, jacket copy, scripts, books, essays...anyway and anywhere words can inspire.
Through my boutique agency, Danger Pigeon, we created several campaigns for General Mills, featuring co-promotions with major entertainment brands, including Star Wars: The Force Awakens, Skylanders: Battlecast, and Batman V Superman, teaming up with Cheerios, Reeses Puffs, Trix, and more.
WINNERS: Platinum Pixie Award (Skylanders: Battlecast); Gold Pixie Award (Batman V Superman)
General Mills Star Wars Droid Viewers
Skylanders: Battlecast in General Mills cereals
Fiber One / General Mills
This breakthrough print campaign I created for Fiber One reset the direction of the brand's advertising while driving huge volume.
The NPD Group
For NPD, I created a series of trade magazine print ads that memorably introduced “Jack,” a character who represented the “everyman” consumer. The award-winning campaign focused on the importance of knowing your customers’ shopping habits to outsmart the competition with NPD’s comprehensive information on consumer buying behavior at the market basket level.
WINNER: Communicator Award
Girl Scouts of America
What kind of cookie are you? Working with the Girl Scouts of America, I created these playful Girl Scout Cookie Quizzes in four age-appropriate levels for scouts Junior through Ambassador levels.
Reitdesign, an award-winning design and marketing studio in NYC, wanted to deliver a memorable holiday gift promo to their clients. The focus was a retro-romantic, New York winter theme, “Get Smitten.” Warm and cuddly messages—”Squeeze Tightly,” “Neck Passionately,” and “Canoodle Daily” —are integrated throughout.
The reverse side of each tag includes an engaging paragraph of copy that cleverly ties in with each item. Reinforcing the flirtatious, vintage Manhattan mood is a city map imprinted on the inside box lid that pinpoints charming New York destinations with special relevance to each message.
For this NYC-based real estate company, I developed a series of lighthearted campaigns to relieve the anxiety associated with the process of buying and selling in NYC.
VoDa Voice and Data
VoDa was committed to helping small and large businesses adjust to the new remote workforce post-Covid 19. I developed e-blasts around their offerings.
Helped rebrand a telecommunication company with fresh, engaging copy that spoke to the personalized nature of its promise to provide tailored services for each client.
A copy refresh for a feminine hygiene company that resulted in a 400% increase in site traffic.
A series of child-focused concepts remind clients visiting Arden's website that the main idea behind planning ahead is to make life a little easier for the next generation.
A series of hit campaigns for the Global Pet Expo helped the company refocus their brand with a fresh new look that balanced the Expo's love of pets with the business needs of its audience. Concepts were integrated throughout their show material for signage, banners, workshop posters, direct mail, and brochures to provide an immersive experience.
Barnes & Noble College Bookstore point of purchase / impulse-buy signs, with a voice and humor distinctly for college students.