Jan Pettit

L.L.Bean is a century-old brand that's highly revered, and a little bit dusty. Our job was to strengthen the brand's voice and its authentic appeal, while also making it more relevant to today's consumer. I first worked on L.L.Bean at Martin Williams Advertising; we've followed each other in the years since, collaborating on catalogs and the brand's 100-year anniversary, as well as providing training for the brand's in-house creative teams.

Tomorrow Proof. It’s what every high school graduate should train to become. Especially when you consider all the careers that will be handed over to technology in the years ahead. Like this blurb you’re reading now—it so coulda been written by a robot.  

In 1868, J.R.Watkins saddled up his horse, loaded his wagon and set out to sell his homemade health and beauty remedies to every farm wife across the plains. He ran out of life before he ran out of ambition. So, 147 years later, we brought him back to haunt Instagram. After all, social media is the 2015 equivalent of a horse and buggy visit to your front door. The perfect way for J.R. to finish his unfinished business.

Chuze Fitness is a gym unlike any other gym you’ve ever seen. It was started by a family in the hospitality business, so they have a whole different definition of “service” and “clean.” Basically, they’re these giant, fancy-pants clubs at a no-pants price.

The Black Forest Inn is a German restaurant in the uptown area of Minneapolis. Erich, the owner and chef, makes the sausage by hand. They bake their own brötchen. That's how authentic it is. Luckily, they not only serve real German food, they serve it with a sense of humor.

Wellmark, a regional Blue Cross and Blue Shield insurer, wanted to promote their new information line, where customers could ask a human most any medical or insurance-related question. BeWell24/7 was promoted in out of home boards,  digital banners, radio, and these TV spots. 

"Live Hands On" Campaign created (freelance) for J.R. Watkin's new agency, Griffin Archer. Featured in July Communication Arts gallery. 

Even the most responsible of us sometimes have “oops” moments. And banks make money during “oops” moments. KeyBank turned this customer pet peeve into a cool new product: An account that literally won’t let you screw up. With the aptly named Hassle-Free Account, you actually can’t overdraft. And you never pay a fee. To promote it, KeyBank launched Mission Responsible. A responsible intervention could happen anywhere, anytime, any place. Emphasis on any place.

Abbey’s Hope Foundation was created by the parents of Abbey Taylor, the 7-year old Minnesota girl who died tragically because of a faulty pool drain. The Foundation works to inform people of the relatively unknown dangers of pool drains, pass new legislation, and prevent drownings through free swim lessons and other safety measures.

Chaos reigned in the early days of the Healthcare Exchange. Wellmark, a regional Blue Cross and Blue Shield insurer, leveraged the crazy to remind frustrated consumers that they could buy insurance without going through the Exchange. But it was a limited time opportunity; the government was working around the clock to iron out their technology issues. So we did, too. This campaign (which included TV, digital banners, newspaper, out of home and radio) was concepted, produced and live in less than nine days.

Nuveen Investments wanted financial advisors to see them for more than the municipal bond company they once were. With a new set of affiliate brands in their stable, Nuveen was in a far better position to help financial advisors meet their clients' expectations. Which are (no surprise) unreasonably high. This trade campaign gave Nuveen a personality, and advisors a sense that someone understood their plight.

When Crystal Farms introduced breakfast shortcuts like French Toast batter, we worked off two insights:                                                              1. moms want their kids to start the day with a hot breakfast, and                2. moms know how to pick their battles 

The J.R. Watkins Company has been creating wholesome goods for kitchen and bath since 1868. In the VERY SAME three-story wooden factory in Winona, Minnesota. While Watkins' products are no longer delivered by horse and wagon (nor do they sell a remedy for pleurisy) little else has changed. Creating a voice for a 148 year-old company has been lots of fun. Good, old-fashioned fun.

If you've been awake for the last few years, you know how prevalent eating disorders are. Chances are, you or someone you know has one. That's why we chose outdoor, bus sides and radio to communicate the Emily Program's message of empathy and understanding. Guerrilla tactics helped stretch a small budget further and provided talk value.

The Science Museum of Minnesota. A constant challenge to create excitement for the newest exhibits with a budget of $1.49. Or less.