JETBLUE AIRWAYS

Strategy: The best onboard entertainment in class.
People actually watch the safety video now. Campaign ran as a part of JetBlue's expanson efforts in the South-East. Creative Direction: Jorge Murillo. Account Planning: Marry Keel, Andre Gordon. Art Direction: Ivan Henao. Copy: Dusan Rula.

[Dogma Girls, Dogma Grills] Teaser and billboard campaign...
...that is trying to determine which is more tempting, ribs or fireman. All joking aside, the campaign is geared towards New York City/Brooklyn 18-35 men living in Miami. To the cool crowd of big spenders that know their food. Insight: You can see the first responders eat only in best places around, in New York City. Same thing here - customs got imported. So, if you feel like having some good food, and see cops, paramedics or fireman eat, go there - you can't go wrong. Even better, ask them what to order. This is the secret only true New Yorkers utilize to get the best. So when they see fireman and food together, even on billboards, they know what's up. It kind of overrides the other circurtry, they have - and rightfuly so. We decided to use that insight so they know New Yorkers were there. And just to make sure, we spiced it up with a bit of Brooklyn wit - cause you know what they say: "You can fake serious, but you can't fake witty." Contact me, see what we can do for your brand and your customers. Maybe there is a current trend that matches you. Because a great running business is never a coincidence. How? Give me a call: +1 (646) 926-3695
Creative Direction: Carlos Vasquez.
Dogma Grill Logo means
'this campaign is fire'.

VESPA — Celebrating the joy of the journey and simple pleasures of life.
Campaign geared towards 3 genders---shown in 3 ads. The third gender being the marketing people. Vespa scooter as the ultimate symbol of freedom and simple pleasures. Creative Direction: Amy Heller.

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Weight Watchers, targeting housewives in the Mid-West,
who jokingly 'believe' that only 'the whichcraft' can make them loose weight. Teaser intro. Creative Direction: Amy Heller.

Creative Direction: Amy Heller.
The first and the last ads didn't run. But they do get you to think.

[Pravda Vodka] — Insight: Sometimes congruency, and pedantic strategy and positioning, are not the right way to go.
Sometimes impulsiveness and curiosity is, the key to create a set of compelling bar posters, that quickly grab viewers' attention, a few milliseconds before, they take their breaths in, to order . So why not order Pravda? Just a side-note - don't drink.

[DOGMA FRESH] — Insight: People from smaller places are not at ease with trying out new street food in big cities. They worry about the freshness of the ingredients.
If they suspect the ingredients are not fresh enough, research suggests, 'they'll run away'. We used this merry piece of information to 'project' 'escaping' onto various foods, to help the new customers feel less at burden, stay, and try the amazing Dogma Grill sandwitches, whereby creating this campaign. Yippie kiii-yay for Dogmas!!! Creative Direction: Carlos Vasquez. Note on tone: The word 'whereby' here is an attempt to bring some of the lawyer lingo into an old fashion 'merry' tone of the people from small places so the reader feels that the dogma grill place will get sued if the food is not fresh. That's why you pay copywriters the big buck and avoid suffering a failure by using an AI to do big boy's work. The same goes for the word 'merry' - we could have used the word 'fun', but it didn't fit the *character of what the potential clients lean on when making a descison to 'try or not to try' - to get all shakespearean on you. *With the word 'character' here, we mean the character of their mothers, and their mother's mothers, and their mothe... you get the picture. It is a deliberate, theatrical contrast — old-world, almost legalistic formality ("whereby," "merry") mashed up with a playful, homespun, folk-tale vibe. That has a specific character voice: think grandmotherly wisdom + archaic legal threat + carnival barker. Can that be advertising? No.

Award winning Breastfeeding campaign for the English market — Battle for the 'first in mind' position in teens 'ressistant' to advertising.
Creating a new media is sometimes a necessity. New media combined with existing behaviors can result in a multitude of favorable outcomes.

Puf Puf Playhouse for Kids, radio ads for Ovation BBDO in Belgrade. Done before I went studying advertising at Miami Ad School.
It garnered some praises and a few laughs. I don't know if it ever got produced. If you have any info, let me know: dusan.rula@gmail.com

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What happens when the smell of the ready and willing, tasty, juicy BBQ presents itself on a plate in front of you and your crew?
The conversation stops. (quickly turning into an audiable sound of munching, sometimes likened to the sound of a thousand pirranas eating a buffalo) To enjoy your food fully, we designed this piece of hardware that will help you with the people that don't understand certain things. Like "No, I respectfully refuse to let you try some of my food."l Or "Don't talk now. I'm eatin' here.". Also, for those on vacation, we made sure you can post your whole modular, napkin conversation to Tik Tok - even without you doing any talking - just by using Dogma napkins---and have random, funny interpersonal outcomes all the time. Contact me. See what we can do that's like this, for you and your brand. No Obligaciones. (that was in Spanish) email: dusan.rula@gmail.com Creative Direction: Carlos Vasquez.

[Dogma MicroSite 6] For those who download their reasons/minds from the Internet:.
Show them on their screen what people do in places with tasty BBQ. This web app is using the channel they trust - their phone - for them persude themselves to eat, enjoy, and get carried away doing it. Contact me if you want your brand using the most persuasive channels to engage your target audiences. dusan.rula@gmail.com Unless of course...

Once upon a time there was no WiFi on airplanes. That's how long I am in this game.
American Airlines did it first. We capitalized on it. Creative Direction: Carlos Vasquez.

HEDONISM II Adult Resort.


Provocative positioning that turns luxury travel into unapologetic adult freedom. The only resort where "no rules" is the rule. Likewise, Jamaican client insisted on a no-rule advertising that resulted in this set of headline driven ads (billboard and print). Sold-out occupancy and waiting list every season. No, I cannot put you on a list. Creative Supervision: Carlos Vasquez. Copy that makes you feel like you're there: Dusan Rula. Adult theme into style. Cha-Ching.

[Dogma. Nerd into a Baller] — Insight: When people enjoy ordering they order more.
When people get carried away while ordering, they are ordering even more. But when people take on a different persona while ordering, that takes their ordering to a whole new, hilarious level. We used a voice of a 'bigger than life', Brooklyn Baller ordering food in Miami. New Yorkers eat every single letter of it. And we think Tik Tok might love it too. "Uninhibited" might be the new black.

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Senses tell more than words. This campaign gets you to remember what you need to paint.
Oh, no. Not because you love the smell of it; and you'd like to smell it again, no. But because of the value of having something freshly painted. Ads directed towards Men and Women of the South of the USA. We could have done: "Just take the next exit, man. Ace Hardware. It's right there. You can already smell it.", for the next billboard. Creative Supervision: Don Tortoriello. (Yes, the Don T. who did "It's the Real Thing." for Coca Cola, and "Tastes Great Less Filling." for Miller Light.) Newspaper ad, in cowboy to cowboy tone.

[Pravda Vodka] — Insight: Party/celebration brands do not have to have a congruent strategy when congruency is not part of their character.
Create bar posters that would quickly grab viewer's attention and guide them towards taste curiosity. Enthropic value of alcohol.

Jim Bean with Travis Glazgow
'Whiskeys' with an 's'. Headline designed as a conversation starter for people drinking at a bar, looking at the poster.

J and J wanted to sell more bandages.
The campaign stirred emotions in people. Ask me in-person. Marketing Supervision: Jorge Murillo.

I dropped my voicemail message here because it apparently has certain 'magical' properties to it.
Also, it was involved in givng birth to a website for a large advertising agency here in Belgrade, Serbia. Enjoy it here in Gen X's favorite format - the comic book.
Let me know if you would like to see more of these. Nowadays, it's easy - all you need is an idea, and an AI
... and a spare creative director. (If that's not too much to ask.)

Greetings card I did for Ovation BBDO, in Belgrade, Serbia; before I did the famed Miami Ad School.

[Ford Motor Company and YnR from Detroit] — Launch Ford Flex.
Account Planning and Strategy: Jerrod New and Dusan Rula. Creative Supervision: Jorge Murillo.

Hello there. Dusan Rula.
Thank you for visiting my website.
Find me on LinkedIn (and check out my new hairstyle) by scrolling up, or by refreshing this feed. If you want to contact me for any business opportunities,
you can do so by emailing me at
dusan.rula@gmail.com,
or calling/texting me at
+1 (646) 926-3695 in the United States
— or you can try finding me on Viber: +381 62 101 1314.
Enjoy thinking about the good stuff.