Cale Berry
Senior Art Director, Goodby Silverstein & Partners
Here’s the thing: The world found out what happens when The Addams Family’s Thing gets Cheeto dust (aka cheetle) on his fingers as part of the “Cheetos x Wednesday” campaign: a delightfully disruptive, impossible to ignore mess across other brands’ ads in the real world. It was the work of Australian culture hound Cale Berry, and earned a Grand Clio.
One-man army: Berry hasn’t had a traditional creative partner in years, instead choosing to push himself into writing and leadership. He helped lead the Doritos “Telethon for Hawkins,” a Stranger Things collaboration with a 1980s-style telethon that invited fans to leave messages supporting the show’s fictional town. The result was Doritos’ largest engagement-driven campaign to date.
Chris Luu & Cara Hanson
Art Director & Copywriter, Wieden+Kennedy New York
New path: The TransAmerica Trail is a brutal 5,900-mile journey across 13 states. But what if you could navigate it the way you get to your kid’s classmate’s birthday party across town? Art director Luu and copywriter Hanson brought together Ford’s vehicular expertise and some Google Maps wizardry to map America’s longest off-road trail over a 32-day expedition that gained Ford not just an impressive real-world demonstration of several models but cultural clout.
In the driver’s seat: The duo also contributed work to several other projects for the carmaker, including the launch of the new Ford Maverick.
Fostering pride: Luu was among the team behind W+K’s resonant “Asian + American” campaign for The Asian American Foundation, encouraging celebration of dual identities.
Joey Johnson & Shelby Tamura
Creative Directors, Mother Los Angeles
What’s that smell: If you need to re-stenchify your home, meet Jelby, aka creative directors Joey Johnson and Shelby Tamura of Mother Los Angeles. They helped create Reodorant, an in-house product satirizing performative fitness culture by offering the smell of a workout, sans effort. The concept spread organically, like the smell of a forgotten gym bag in the corner.
