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Prepare to Live – HAPI rebrands The Armored Group

January 13, 2014 1 Comment

TAG_Survive_Poster The Armored Group (TAG) is a global manufacturer of armored vehicles including cash-in-transit trucks, ballistic armored tactical transports and high-end luxury vehicles. Based in Phoenix, TAG has sales offices and manufacturing plants around the world. Most of TAG’s offices, however, provided their own unique branding materials to sales prospects. As a result, the overall brand was highly inconsistent. HAPI was brought in to help change that.


We noticed immediately that TAG spared no expense in providing the absolute safest armored vehicles on the market. From its steel-bending and cutting technology, ability for complete customization and armored certification, TAG went well beyond industry standards to ensure the survivability of police, military,  government personnel, VIPs – anyone whose jobs put them in life-threatening situations.

TAG_VIP Poster

HAPI began with a new tagline: Prepare to Live. We then developed a new brand identity for the company that consisted of a new business system and sales pieces, templates, printed and digital brochures, trade show signage, trade ads and advertorials. The new look has given TAG’s brand a cohesive look across its global offices. Now when clients purchase a TAG vehicle in Dubai or in Canada or in India, the brand is clearly communicated. These posters are a part of the overall rebrand pieces.

TAG_Underdog Poster

A HAPI Holiday campaign you wouldn’t expect to see this time of year.

December 20, 2013


As we head into the holidays, we reminisce about our second favorite holiday of the year – with a campaign that turned out to be one of our favorites of 2013.

Our Rose & Crown client was originally worried that St. Paddy’s Day this last year fell on a Sunday. Customers have Sunday obligations and rituals they can’t get out of. Well, we felt they just needed the right incentive. We took one of those Sunday rituals and turned it into an enticing reason to get down to Rose & Crown.



If you don’t think holiday shopping is relaxing, you haven’t shopped 6pm.com!

December 17, 2013


Oh, the crowds outside are frightful, but the fire is so delightful…

The holidays are supposed to put you in better spirits. However, the craziness of holiday shopping can make you feel more like a grinch. Battling crowds, fighting over dwindling inventory, waiting in long lines – it’s enough to test the patience of Santa himself. Our new commercial for 6pm.com demonstrates that shopping online is the better way to go this holiday season. And since 6pm.com offers 100s of name brands up to 75% off, it’s a place where shoppers score on the style and score on the price. That makes for a happy holiday indeed.

HAPI Develops Holiday Food Drive Campaign for 3TV and Fry’s Food Stores.

November 26, 2013


During the holidays, it’s good to think of others.

While most of us will be out shopping to fulfill our long holiday food lists, 1000s of Arizona families will be struggling to put even simple meals on the table.

HAPI’s Holiday Food Drive Campaign for 3TV and Fry’s Food Stores reminds us of our good fortune, and that there are families out there who could use our help.

The food drive campaign consists of store signage and digital billboards, and drives awareness for the countless Arizona families on the verge of going hungry this holiday season.

As we fill our shopping carts this holiday, maybe we can help others fill theirs too. When you shop Fry’s during the next month, please consider a small donation of food or money. You will feel much fuller inside because of it. Happy Holidays!



“Yo, Adrian…we did it!” HAPI wins AdAge Small Agency of the Year Award.

July 30, 2013 2 Comments

photo - Version 2

We are honored, humbled, still a little shocked and extremely proud to have won Silver in AdAge’s 5th Annual Small Agency of the Year Awards. AdAge’s annual competition shines a national spotlight on the often overlooked excellent work and innovation of small, independently owned agencies. Agencies must have 150 employees or less to be eligible to enter the competition. We qualified for that by a landslide.

Woohoo!! HAPI won Silver, Southwest Region.


“This year’s competition was fierce,” said Ad Age Deputy Managing Editor Rupal Parekh, one of the judges. “The number of entries was up across the board, making judging that much more difficult. Not surprisingly, the breadth of work — whether it be for small businesses or national players — is impressive.”

Jason and Danny accept HAPI’s award to crowd whispers of “Who the f%*k are these guys?”


Small Agency of the Year entrants are graded on four criteria: agency philosophy/culture, thought leadership, business results and creative work. HAPI is the first Phoenix agency to be recognized in the competition. We are particularly proud of this award because it serves as a testament to our unwavering belief that big ideas can just as easily come from an agency of five people as they can come from an agency of 500 people. Not only does this recognition bring welcome attention to the work being produced at HAPI, but to the great work being produced in the Phoenix market as a whole.

Beauty shot, kind of…

This national award is a huge nod to our philosophy, our work and the results we produce for our clients. Our objective is to provide clients national caliber work and this award acknowledges we are doing just that. HAPI beat out some incredibly good boutique shops to get here.

Pre-awards show happy hour. There were a lot of great art directors standing around. We put some to work taking pictures of us. 


We thank our hardworking HAPI peeps for their positive attitudes and determination to prove just how big small can be. We also thank our amazing clients for daring to do the type of bold work that propelled HAPI to be recognized by AdAge as one of the best small agencies of 2013.

Here are some more pics from the event.

Jason on stage accepting the award. 


Wieden-Kennedy welcomed the conference attendees on the evening before the event. While sipping Portland micro-brews on their balcony, we bumped into our friends from Nomadic. 


Weird to see our hand-drawn logo hanging on the walls of W-K. Nice job on the kerning. 


That’s it. 


Easton Lacrosse hires HAPI for new product launch.

June 19, 2013 1 Comment


HAPI beat out two California firms to get the order to help San Francisco-based Easton Lacrosse generate buzz for its new Go Time “GT” Helmet and Mako glove. The sports company is revolutionizing the game with new helmets that offer greater protection, fit and customization, and gloves that offer players a bare handed feel. Easton needed new promotional materials for the 3d Denver Lacrosse Shootout, an Easton Lacrosse-sponsored tournament. HAPI created a bold design that clearly branded the company with the objective of generating excitement among young players and interest among team coaches. Here are some of the items the HAPI team created for the event.

HAPI-designed trailer wrap:




Print Ad for 3d Magazine


Sales Materials


Pics from the event:

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HAPI launches new Pet Adoption Campaign for Arizona Humane Society.

June 7, 2013


HAPI recently developed a Pet Adoption campaign for Arizona Humane Society that consists of TV spots, billboards, online display ads, targeted door hangers and graphics for its online and social media channels. The campaign, Life Isn’t As Good Without Pets, demonstrates the transformational qualities of pets, and how their companionship leads to a more fulfilling life. If you’re thinking about adopting a pet, AHS can help.

INSIGHT: AHS is the leading destination for adoptions, easily outpacing the County, the big box chains and all other entities. Awareness of AHS’ adoption services is high. However…in 2012, only 23% of pet intakes were adopted at AHS.

STRATEGY: Get would-be owners excited at the prospect of adopting a pet while showing the benefits of adopting a pet at AHS. AHS offers a diversity of pets. All pets come pre-vaccinated and pre-spayed/pre-neutered. AHS also offers free microchipping for pets that are adopted before August 31.

CREATIVE PLATFORM: Life Isn’t As Good Without Pets

There is nothing really special about an old tennis ball, or a backseat window or a ball of yarn. That is until you pair it with a pet. Pets are magic. They can turn ordinary, everyday objects into wonderful new adventures.




Wiggly Toes


Behavior-targeted, animated online display ads:

Arizona Humane Society - Adopt Dog1 - MWSK

Arizona Humane Society - Adopt Cat - MWSK

Technology vs. Time: Why it’s important, now more than ever, for ad agencies to operate efficiently.

March 13, 2013 1 Comment


I am biased and I admit it. I place agency efficiency on a pedestal. I don’t believe ad agencies can remain competitive when their payrolls sag under the weight of thumb twiddlers. I have witnessed time and time again how bureaucracy waters down smart work, how layers halt forward progress and how the quality of opinions decreases as the number of people expressing opinions increases. Efficiency seems like a no brainer. Still many agencies lumber under the weight of excess. They argue that bigger is better, that staff size and capitalized billings result in greater ability to attend to clients’ needs. Perhaps. However, there is little question that the rise of technology is putting the “bigger is better” mentality to the test by forcing agencies to work faster than ever before. It’s difficult enough to get good work produced when large groups of egos need to constantly weigh in on ideas. Throw technology into the mix that shortens deadlines, and suddenly there is no time left to actually develop ideas. That’s what’s really at stake. Protecting the time it takes to develop ideas. When an agency’s big ideas go away, it’s only a matter of time before it does too.

Print production has gotten faster.


Art for print ads used to be printed onto veloxes (high resolution black and white glossy proofs) and iris proofs (color negatives). Remember those? Funny to think the highest quality ads were second-generation copies. Agencies saved files on floppy disks they trafficked out to specialized film shops that processed and couriered high-res hard copies back again. The Traffic Manager would then FedEx the ad to the publication. There were more steps in the process, and it could take a week or more from the time an ad was approved to the time it landed in the publisher’s in-box. Today, publishers accept high-resolution, digital PDFs via e-mail, a process that takes seconds. Printers offer digital printing, a much faster process than traditional offset printing. Vendors own technology that gets the job done quicker and they sell speed to clients, who in turn expect greater speed from agencies.

Flip the date on the time machine back a decade further to the Art Directorsaurus Period of advertising. It was a time when art directors cut individual letters from font sheets and placed them one by one to craft the words of the ad copy. Art direction was a time-consuming profession. Art directors hate long copy ads to this day, a holdover mentality from a time that once was. And copywriters carpel-tunneled copy on typewriters with double spaces between sentences and all. Back in those days, advertising was less technological and more mechanical. Print-ready comps were, in fact, called mechanicals. The process of crafting advertising was slower and more methodical. There was more time to think. Grass grew faster than ads could be created, at least in context of the speed at which advertising moves today.

Broadcast production has gotten faster.


Today, high-def digital cameras are forcing film cameras the way of the Dodo bird. Digital cameras shorten production and post-production time by removing time-consuming processes like film transfer and telecining. In film edits, buttons and dials now replace razor blades and scotch tape. Radio talent doesn’t have to be in-studio to record spots. They can record spots via ISDN lines in their undies from their home studios 500 miles away. Finished TV and radio spots can be uploaded directly to stations, sans digi-Betas and courier services. Even FedEx is snail mail. Finish a spot today and you can air it on a hundred different stations tomorrow.

Computers have gotten obscenely fast.

Ad agencies, specifically creatives (we all know AEs get the clunkers), have the biggest, slickest and fastest computers available – monster machines turbo charged with extra RAM cards and Terabyte-sized hard drives, and loaded with the latest and greatest cloud-sourced ADOBE C Suite software. Agencies have high tech printers that churn out reams of Guggenheim quality prints faster than trees can be felled. They have enough suitcase fonts to write their names a thousand different ways with the click of a button. They have high-speed, broadband Internet T1, T2 and T3 lines to mainline content out into the world in nanos of nanoseconds. Technology has equipped agencies to create ads faster than ever before, and pushes speed over quality. And when ideas must also be run up a hundred-foot flagpole for approval? Good luck getting anything decent out the door and on time.

Therein lies the rub: Technology has sped up. The time it takes to develop big ideas hasn’t.


The most sustainable asset an agency possesses is its ability to consistently deliver compelling creative work. Ideas don’t work on technology’s schedule, and agencies that still value good ideas find themselves in a pinch. On the one hand, technology puts them under the gun to get ads out the door more quickly than ever before. On the other hand, strategic and creative development needs nurturing and editing and starting over time. When you toss in more lost time due to the inability to move projects through the agency efficiently – whether it’s due to too many processes, too many approvals, too many meetings – you have a recipe for failure.

“Most people know from experience that the fastest way to lose focus, squander valuable time, and water down great ideas is to entrust them to a larger group. Just as we know that there is equal danger in putting ideas at the mercy of a large group of approvers.” (Meetings Are A Skill You Can Master, And Steve Jobs Taught Me How, Ken Segall, Co.Design, Fast Company)

Efficiency removes obstacles that constipate the creative process.

As technology speeds everything up, how do agencies protect the time to concept ideas? Here’s what we do: We remove office politics and bureaucracy. We get rid of redundant and unnecessary processes. We cancel unnecessary meetings, unnecessary people in meetings, unnecessary people’s unnecessary assistants in meetings. We consolidate briefs. We go wireless. We go paperless. We take an exacto knife to the company org chart. By maximizing efficiency, we create more time to think about our clients and the projects in our agency. No matter how big Apple became, Steve Jobs was adamant about keeping meetings limited and only to a handful of people. He valued efficiency and recognized that entrepreneurship and innovation was critical to being on the cutting-edge of technology and products. You can’t be on the cutting edge if you’re stuck in a meeting.

“Individuals who brainstormed alone generated 21 percent more ideas, and their ideas were 42 percent more original than those that originated from groups.” (A Creative Peek, Leigh Thompson, Spirit Magazine, March 2013, author of Creative Conspiracy: The New Rules of Breakthrough Collaboration)

Agencies can debate whether or not they really are efficient. But they can’t argue that technology has placed a “get it done now” expectation on our industry that is at odds with the creative process. This is worrisome to agencies that place their work above all else and value the time it takes to develop good ideas. Efficient agencies will survive by remaining fast, flexible and adaptive. They will get more done with less. They will fight for the time needed to deliver high quality work as our industry moves faster than ever before. They will understand the importance of operating efficiently.

4 for 4: Four years running, HAPI remains unbeaten at the Phoenix ADDY Awards.

March 6, 2013



HAPI won 12 total awards, including Copywriter of the Year, at the 2013 Phoenix ADDY Awards. That number tied for the most awards given out to any agency of the evening. Since opening in 2009, HAPI has swept the ADDYs every year, a proud achievement for a boutique shop that competes against much larger and more established agencies in town. The winning work included campaigns for Downtown Phoenix Partnership, Rose & Crown and 6pm.com. HAPI’s Jason Hackett also won Copywriter of the year for the second year in a row.

As always, the HAPI crew had a fun night at the ADDY gala catching up with peers and cheering them on.

Here are some pictures from the evening.










HAPI develops zombie walk campaign for Downtown Phoenix Partnership.

October 19, 2012

HAPI recently completed a citywide advertising campaign to promote ZombieWalk 4.

DPP hired HAPI to create a compelling idea that would:

1) Leverage the growing popularity of zombie walks

2) Get people excited about dressing up as a zombie

3) Encourage them to take to the streets with their fellow zombies

HAPI delivered an all-out zombie apocalypse in the form of an integrated campaign that focused on downtown and included newsprint ads, digital billboards, kiosk posters, bar cards, internet videos and guerilla tactics.

Teaser Campaign: It’s important to get into the zombie mindset before any zombie walk.

ZombieWalk 4 Campaign: No question it was a fun photoshoot.

Funny Note on the Digital Billboards

One of the billboard companies refused to run the “head” concept. Apparently, severed zombie arms and legs aren’t as graphic as a severed zombie head. Explain that one.

Internet Videos: Zombies may be dead, but they are still human.