Table of Contents
•Out of Home Campaign
•Cause Marketing Campaign
The Old Sacristy at the Church of San Lorenzo
The Church of San Lorenzo as it is seen today was designed by Filippo Brunelleschi in the year 1418.
As the church took over two hundred years to finish constructing and was not in fact complete before the architect’s death, there are certain features of the completed structure that were headed by artists other than
Brunelleschi. At the end of the left transept in the main part of the church sits the “Old Sacristy” which was
commissioned by Giovanni di Bicci de’ Medici in 1429. This room functions not only as the church’s sacristy,
but also as a chapel, and mausoleum. The Old Sacristy is a structure that is unique to Brunelleschi and is
revolutionary in its architectural form. Where the artist’s understanding of geometry, nature, mathematics,
and the human connection with the divine come to brilliant and timeless fruition.
Giovanni di Bicci is credited with beginning the legacy of the Medici family in Italy. The Old Sacristy
now serves as both he and his wife’s finally resting place, but more importantly as an enduring symbol of the
power, prestige, and influence of the Medici family in Renaissance Italy. The fact that the sacristy was designed by Filippo Brunelleschi perpetuated this point even more so, as he was one of the most sought after
architects of the time. The tomb that now houses the remains of Giovanni di Bicci and his wife sits in the
center of the sacristy beneath a large marble table that also functions as a place for the objects stored in the
sacristy to be laid out during mass.
The entire structure of the Sacristy is suggestive of the link between the past and present which is
constantly reiterated in the details of the architecture. As can easily be seen in not only the sacristy but also
in the rest of the church of San Lorenzo, Brunelleschi favored using simple modules and geometric shape in
his construction. The Old Sacristy is a perfect display of Brunelleschi’s view that through simple geometry
and mathematics, architecture has the ability to speak for itself without excessive ornamentation. The circle
is a shape that is noticeably used over and over again in the Old Sacristy as it precisely mirrored over and
over again in the room’s dome and archivolts. Additionally, the circle is an exceptionally powerful figure in
this room not only because the spaces left between the archivolts and the dome make the room appear to
be exceptionally grand, but also because it is symbolic of the Christian belief of everlasting life through salvation. On the wall opposing the entrance of the sacristy is the chapel, and on either side of the chapel is a
door where sacred items are stored. Each of the doors is made of bronze and is symbolic of the timelessness
and endurance that characterizes the structure. Additionally, the columns sit on either side of each door are
topped with capitals that are just one of the features that Brunelleschi incorporated in the structure which
resemble ancient roman architecture. Another of the structure’s features that was obviously roman-inspired
is the tomb in the center of the room, which resembles an ancient roman sarcophagus. The pietra serena
walls in the sacristy give the room a sense of tranquility and stability, and provide a parallel to the tomb
which reminds one of death. The tomb coupled with the walls and the simplistic design of the structure
are successful of first reminding people of death, and then stifling the fear and uncertainty associated with
death by taking the past and putting it in the present. In doing so people are confronted with the endurance
of mankind and the security that by their salvation they have nothing to fear in death. Brunelleschi was also
one of the first humanistic architects and therefore he tried to use his constructions as a way to appeal to
the philosophical side of individuals.
In sum, the room functions so well because of the perfect setting in which it was built. The sacristy and
eventually the church were commissioned by the Medici, a powerful family of bankers who valued mathematics and structure. Therefore, the entire church was constructed with mathematical precision and was meant
to honor a non-subjective god. The sacristy follows this structure and goes in accordance with the belief that
mathematical perfection can bring one nearer to the divine. The tomb in the sacristy serves as an infinite
reminder that we will not walk this earth forever , and the room’s structure and décor reassure people that
through their unyielding faith and adherence to God’s will they will receive salvation and therefore have no
need to fear death.
Jay Chiat Awards
This provides an overview of what I found interesting about the winners of the Campaign for a New Brand category in the
Jay Chiat Awards for Strategic Excellence.
The bronze winner of the 2011 Jay Chiat Award in the category of Campaign for a New Brand was for Chobani Greek Yogurt. The creator of the product, Hamdi Ulukaya began trying to sell the yogurt to a very unfamiliar American consumer
in 2009. One of the biggest obstacles he faced was deciding how to confront the fact that Yoplait and Dannon already had
control of 75% of the market share of yogurt, a budget that was over 3 times that of Chobani yogurt, and over 100 years of
experience already under their belt. The companies were starting to market Greek yogurt at the same time as Ulukaya and
he asked the people at Gotham to begin looking for an insight that might help him stand up against the big guys.
What they came up with was very simple, an insight that was derived from simply listening to the consumers and letting
them tell about why they loved Chobani yogurt. They found that many people who consumed the yogurt were very loyal
consumers who really cared about the product. The question was then posed, “How far will you go for your Chobani yogurt?” Gotham allowed consumer feedback from multiple forms of media and found that people were really excited to talk
about what motivated them to purchase Chobani, to tell why they loved it. Gotham used impromptu clips from their media
and tried to deliver the most honest representation of consumer sentiments possible. The success was immediate. By the
first week Chobani’s sales had increased by 34% and today hold the title of having the #1 yogurt in America. This approach really just was a great reminder for me of how important keeping the voice of the consumer in mind can really be.