Sometimes an RFP really can stump a creative team, and the one this work is based on, from Pernod Ricard, was no exception. Tasked with coming up with a multi-brand idea centered around "staycations," a buzz word popular in 2009 because of the economic crisis, my team and I labored for days without coming up with a breakthrough idea. Until we hit on Martin Stewart.

Completed start to finish in just four days, the video-heavy pitch creative tells the tale of a hapless bartender named Martin Stewart, who was laid off (like so many people) in the darkest days of the economic crisis. But rather than hunt for a new job he decides to open an online bar, teaching people to make their favorite drinks, and have their social fun, at home.

Two phases of the site were concepted and produced. The first, an awareness-building campaign, introduces Martin and would build buzz with a "party at home" sweepstakes. The Blog and My Sponsors links in the navigation are clickable.

The second phase of the site features an example of the type of themed video content the site would provide, great ideas for a fun night with friends at home that would drive repeat visits. Also in this creative sample the Drinking At Home tab leads to a recipe section, and the Ask Martin uncovers a Q & A area. After all, who doesn't seek advice from bartenders?

Rounding out the pitch creative were examples of a guerilla marketing campaign, online advertising samples, and Martin's Facebook page.