Laura LeBel

Cannes Shortlist

Vitamin Water was the first in the beverage industry to make boring water taste brilliant. This campaign used Twitter to connect with teenage consumers by making boring things in their lives more brilliant too.

Spike TV Top 10 Funniest Commercials of the Year #3

Telly Winner

People have a lot of regrets in life, but their insurance company should never be one of them.

Old Navy fashion got an upgrade—literally. This campaign used an airline theme to promote the new and improved fabrics in Old Navy’s spring clothing line.

Fun fact: my first job was working for United Airlines. 

A brand new redesign of Walmart’s truck fleet with 360° imagery. Coming soon to a highway near you.

AdAge Creativity Pick of the Day

Adweek Ad of the Day

The Drum Creative Works

People always talk about Mother Nature. But what about Father Nature? He’s holding his own raising the kids, while his wife is off taking care of a really big job. Fortunately, Smuckers is there to help him out with natural ingredients and delicious, real fruit.

I freelanced as the Creative Director for two product launches that incorporated color, playful sets, and 360 thinking to revamp Clinique’s advertising towards younger consumers. I also stepped in as the Film Director of the Pop Matte commercial, as well as the interactive music maker videos for the Clinique website. (Mostly because of budget but I like to think the team trusted me a lot too).

Featured in Creativity

Once you get started, nothing can stop you. This campaign encouraged new dieters to sign up for Weight Watchers.

Cannes Shortlist

National Silver Addy

The first TV commercial campaign I worked on in my career, and it’s one of my favorites because of that.

A selection of femcare commercials I wrote. Fun Fact: The Always Portraits commercial is the first aired in the US to show red liquid when demonstrating a woman’s period.

An unexpected campaign targeted to adults age 55+, appealing to the still young at heart. These ran on IG/FB.

Happy inside out. When your body is feeling healthy and happy, it shows on the outside too. This playful and whimsical campaign used bright colors and minimal props to brand the lineup of OLLY vitamins and demonstrate their benefits.

How do you transform a writing instrument into a must-have accessory?

Communication Arts Exhibit

Pre-selected for Archive Magazine

Save today for their tomorrow. The Florida Prepaid College Board offers affordable plans for parents to save for their child’s future education. Challenge: most parents wait until their children are in high school to start college planning. Solution: let’s get them thinking about college as soon as their baby is born.

Victory! The LA City Council issued a proclamation naming the Bacon Wrapped Hot Dog the Official Hot Dog of Los Angeles.

Farmer John is Hormel’s Southern California brand of hot dogs and pork products. Upon learning that Los Angeles was one of the few cities that didn’t have its own official hot dog, an integrated political campaign was created to make The Bacon Wrapped Hot Dog the “Official Hot Dog of LA.” This campaign aimed to put two of Farmer John’s tastiest products-- hot dogs and bacon, on the map. 

Cannes Shortlist

One Show Merit

Meet Kyle Bone. Inventor of the Anti-Shirt. The Anti-Shirt eliminates farmer’s tan by covering the area a normal t-shirt exposes and exposing the area a normal t-shirt covers. Kyle proves that if you have a big idea, you can make it happen using Microsoft’s Small Business Accounting Software.

Kyle had his own website, viral videos on youtube, and Anti-Shirts for sale online. Although somewhat convincing, Kyle was a fictitious character created to launch “Idea Wins,” a campaign targeting small business owners about the power of big ideas. In addition to Kyle and his Anti-shirt, Idea Wins included a national contest for the best small business idea. The winner was rewarded with free retail space in New York City for a year and $100,000 in start-up costs. 

A couple of fun highlights from a year-long competitive campaign against McDonald’s.

These social posts were part of a follow-up campaign to the famous “Pardon Me” commercial.

This is one of my favorite spots because I got to work with Seth Rogan. He’s hilarious (and also really likes chicken tenders). 

Telly Winner

Ever wonder where the people with all the answers, get all the answers? Ask Marcum.

Before this campaign launched in 2015, Marcum was one of the top 15 Financial Advisors in the US but their name wasn’t widely recognized. The ‘Ask Marcum’ campaign increased brand recognition by 80% and is still running today.

I oversaw Creation Direction and wrote copy for the launch of the Barstool Sportsbook betting app. And yes, I met Dave Portnoy. But no, he didn’t let me try a bite of his pizza.

Wow, you’re really thorough at looking at portfolios. 

Or maybe you’ve asked me if I have more client experience in _________ so I posted more _________ for you.

Either way, I’m happy you’re here. 

Here’s a selection of additional social + copy examples from Telecomm to Beauty brands. Looking for experience in another category? Drop me a line. I probably have it and can share examples.

Some select examples from DTC and HCP assignments.