Vince Borgerding
Senior Creative Lead - Advertising Campaigns / Branding / Content
It isn't easy to stand out on Zillow - the massive U.S. real estate website. Putting myself in the consumer's head, I reasoned that Auction.com's previous ads had foundered because they'd failed to address a major pain point: apprehension about purchasing a foreclosed home.
Fore-clos-o-pho-bi-a got it right in one word...becoming ADC's top-ranking display ad ever.
I've written for hospitality and residential / resort clients for 10+ years. The Golden Porch ad above took home the Gold Award, Best Print Ad at the most prestigious real estate advertising competition in North America - The Nationals.
U.S. insurance companies have been renowned for wildly inventive marketing collateral since the early 2000s. I leapt at the chance to hang my work alongside some of advertising's most creative minds. The campaign was a huge win and the client ordered four more ads in the series.
As Copy Lead / Marketing Content Manager at Sureserve Energy, I concepted these ads for an ABM campaign aimed at Clarion Housing (the biggest social housing landlord in the U.K.). I placed this pair along with a few other ads in the tube station closest to Clarion's London HQ. The industry, known for safe and predictable advertising, had never seen anything like them. A month later, Clarion awarded us a solar power pilot programme worth over £10 million.
I wrote for seven universities affiliated with the sportswear / lifestyle behemoth. Specifically, I wrote the manuals detailing each university's athletic identity system (logos, school colours, wordmarks). It was wonderful to work with such a talented and fun-loving crew.
VINCE BORGERDING
Senior Advertising Lead Creative
An email? On a portfolio? Preposterous! Just thought you might want a break from all the vibrant colours. That and the copy sings. Thirty-four percent of recipients went to Trustpilot and rated us. All hail the power of words.
I was freelancing for Laguna Beach Beer Company and proposed this holiday ad for their stout. They went with another of my ideas. Being a Guinness devotee, I mocked up the above just for fun (forgive my underwhelming design skills, I am a writer after all). I still cling to the hope that one day soon Guinness will call.
KOOTENAI HISTORIC CABINS - BIGFORK, MONTANA
GUINNESS YULETIDE AD
ANCILLARY INSURANCE, MAGAZINE & DIGITAL ADS - BILLABLE SYLLABLES
SUPERSCRIPT INSUR-TECH
I wrote a big chunk of Superscript's Branding Manual as well as the majority of the Tone of Voice guide. We were committed to enforcing an approachable, conversational voice in all of our marketing and the team was mission-bound to destroy every syllable of industry jargon in our copy.
OOH / WEBSITE / SOCIAL - SURESERVE ENERGY
UNIVERSITY ATHLETICS, BRANDING MANUALS - NIKE
REAL ESTATE, BANK-OWNED & DISTRESSED HOMES - AUCTION.COM
AN ALL-TIME FAVOURITE
FOREO BEAUTY-TECH, NEW PRODUCT LAUNCH - WEBSITE
As Chief Creative, Campaigns & Content - Global, I banned the use of all the empty industry-speak that is so prevalent in beauty and wellness. One of the many victories above is the copy's lack of 'transcendent', 'decadent', 'indulgent' and other typical beauty words that have been smote into meaninglessness by overuse.
BRANDING (COMPANY VALUES, INTERNAL, FOR CRYPTO COMPANY) - BILLABLE SYLLABLES
I was hired to define a start-up's brand values but took the idea further by creating a muse (of sorts) for each value, making the brand more memorable and human. Although Embrace Accountability came from the C-suite, I zhuzhed it up with the priceless KFC piece...so good!
