Cyndi Craig
                                    281.787.3526                                                                                                            Cyndi@CyndiCraig.com                      
                                                                         Left brain creativity.
                                                                                                        Right brain dependability.

Click on the thumbnails to see them full-size.
Ready_Workplace ReadyPaycheck Ready_Bargin
Ready_Car
ReadyCar_Wheels
Ready_Chron Ready

This branding campaign was developed for the Houston Chronicle and focused on promoting the major business segments. Ads were developed for major Classified areas: Automotive, Real Estate and Employment; for Circulation/Editorial, and general ads to promote readership. The core campaign won a gold ADDY and went on to win a Silver in District 10 competition. The automotive campaign earned a bronze ADDY and was awarded a gold ADDY in district competition.
      
TownLake Towne Lake is a master-planned subdivision with a 300-acre lake as its centerpiece. They wanted a campaign that focused on the lake as their biggest selling point. The "Just Add Water" theme was used in print ads and rich media. The rich media banner featured a water skier who 'skied' across the page, with the tag " Just Add Water" trailing behind him.
 
Rock Her World
 
 I.W. Marks wanted an entire new campaign to include print, direct mail and email marketing, targeted to major selling periods. We came up with the "Rock" theme and translated it for different audiences and holidays. 
        
Morningstar Morning Star Builders is an exclusive custom builder. They were chosen as the builder for the 2011 Southern Living Showcase home. I toured the home with the builder and made notes about the key features he wanted to highlight.  The client was so thrilled with what I wrote that he expanded his 8-page brochure to 12 pages to include more details. 
    
SchneiderOpportunity Sometimes it's really difficult to make something a little different out of your run-of-the-mill display employment ad, but the client was really tickled by this and frankly, so was I.
  
Infiniti
Infiniti_4
Infiniti_5
Automotive clients are tough. Most of them want to pack as many cars into an ad as possible, and often they are reluctant to 'break the mold' and go for something different. As a result, most dealership ads end up looking pretty much the same. These West Houston Infiniti direct mail pieces are a good compromise between showing a large variety of vehicles, yet being just different enough to get noticed. 
    ReadyPaycheck
 
Broadcast
    

Houston Chronicle
:30 spot
“Ready" #1

He: I’m ready.
She: (Incredulous.) Ready? You’re in your underwear.
He: I’m ready to meet the day.
She: How …??
He: (interrupting) The Houston Chronicle. I read it over breakfast.

(Promo donut)
Announcer: In today’s Chronicle, learn the latest in the Texans draft drama, see what pampered pooches are wearing, and find out what your body language is telling complete strangers about you.

She: Cold pizza is breakfast?
He:
Is in my world.
She: (Exasperated.)  Put on some pants. And gimme that Chronicle.

Announcer: (fade in theme music) Ready?  Read the Chronicle. Call 713-220-7211 or go to chron.com/subscribe. Ya ready? 

Houston Chronicle
:30 Radio
“Ready?" #2

She: I’m ready!

He: Ready for what?

She: Anything – life!

He: Life?

She: Yea, I’m jazzed, in the know, connected. Read my Houston Chronicle. I’m ready for anything.

(Promo donut)

Announcer: In today’s Chronicle, meet the new Houston Dynamo soccer players, discover the hottest new Houston restaurant 

and learn what your pet really thinks.

He: You’re ready for anything?

She: Yea, anything.

She: Good. My poker buddies are on their way.

She: (Deflated.) Not ready for that.

Announcer: (fade in theme music)
Ready?  Read the Chronicle. Call 713-220-7211 or go to chron.com/subscribe. Ya ready?

“Battlefield”
30-second public service announcement               
Client: Houston Area Women’s Center

VIDEO:                                                                                     AUDIO:                                                                                        

SCREEN IS BLACK BUT WE HEAR
UNMISTAKEABLE SOUNDS OF
BATTLE RAGING.

BATTLEFIELD SOUNDS CONTINUE
AS SCREEN LIGHTENS AND WE
SEE A HOUSE IN A MIDDLE CLASS
NEIGHBORHOOD. LIFE IN THE
NEIGHBORHOOD IS GOING ON
AS USUAL.

KIDS ARE RIDING THEIR BIKES. A
JOGGER RUNS BY. SOMEONE IS
WALKING THEIR DOG, ETC.

BATTLE SOUNDS ARE GROWING MORE
SPORADIC AND DISTANT.

FINALLY WE HEAR REGULAR
'NEIGHBORHOOD' SOUNDS LIKE A
LAWN MOWER, A DOG BARKING
AND THE SOUNDS OF CHILDREN
PLAYING IN PLACE OF
BATTLE SOUNDS.

FRONT DOOR OPENS AND A
CHILD COMES OUT WITH A
SKATEBOARD AND TAKES OFF
DOWN THE STREET.

SUPER ON SCREEN
This is a battlefield. The neighbors may not know it, but

war rages inside this home. It's called domestic

violence, and women and children are the casualties.

Last year, one hundred and forty two women in Texas

were murdered by an abusive spouse or partner.

Children who grow up with violence are destined to

create more violence.


The Houston Area Women's Center is working to stop

the cycle. And you can help.



Donate. Volunteer. Get involved.


Because peace on earth....

begins at home.


The Houston Area Women's Center

(logo)

713.528.6798

www.hawc.org