In life, everyone should carry their own shit.

K o r n i c k

NO ANIMALS WERE HARMED IN THE MAKING OF THIS PHOTO

J-MeStrategist

I taught my dog to carry his own shit.

For the other dogs that don’t pick up after themselves, I founded Clean Pet Hands. Hand sanitizer that clips onto the top of the dog leash -because it’s not fun having to carry shit in your hand, especially when it’s not even your own.

Currently being sold at multiple pet stores in SF inlcuding Bow Wow Meow and Moulin Pooch. A portion of the proceeds benefit Rocket Dog Rescue, the place where I adopted that good looking dog on the cover.

www.CleanPetHands.com

I launched Clean Pet Hands six months after adopting a dog in 2011. After having to take on this new responsibility of picking up after my pet, this task didn’t just leave me, but 93% of the people that I surveyed feeling even “slightly dirtier” afterward. With more canines than children in the city of San Francisco, this enormous pet population needed a convenient way for dog owners to clean their hands while out on a walk, and that’s why I created Clean Pet Hands -a hand sanitizer for the dog leash.

To read more about the strategy www.NoShitLeftBehind.com

No Shit Left Behind

Case StudiesDoritos: Commercial Competition The Cheesecake Factory: Expanding ExperienceOrigin: Product LaunchDating Site: Product Innovation

Resume

Bonus MaterialCraigslist ReactionsProfessional Crasher

Table of Contents

Commercial CompetitionAP: Jaime Kornick AD: Mina Mikhael CW: Gordon Grout

ChallengeCrash the Superbowl is an annual competition with Doritos to make a Super Bowl-worthy commercial, to ultimately increase Doritos’ sales.

Make it action-packed. Make it funny. Make it something no one’s never seen before. Just make it awesome.

Originality and Creativity - 40%Adherence to Assignment - 30%Overall Appeal - 30%

ConsumerThe Super Bowl audience ranges across a wide spectrum of demographics, strongly represented by the male 18-35 year old age group. This target market has a work hard, play hard mentality and finds humor in outlandish behavior that’s imbedded in everyday standard situations.

The SituationThese consumers have most likely experienced this distinct sound that the Doritos crunch makes. It’s flavorful and full of energy which makes it nearly impossible to go through a whole bag of them without being heard.

Realizing there is no quiet way of eating a Doritos chip, the crunch could be considered a disruption to a silent setting.

Instead of seeing the Doritos crunch as just a sound that’s impossible to silence, what if we let the crunch speak for itself?

Strategic ApproachMuch could be said by the way a person chews their chips. From a fragile nibble, to a heavy chomp-it sends a message. Whether it’s to start a crunch choir,or simply stake your presence.It’s not a noise to be ashamed of,but rather embraced as a way to communicate.No need to say anything when a Doritos chip can speak for you.

The Nibbler: Takes about three to five bites p/cThe Double Cruncher: Could do it in twoThe Whole Handful: Overstuff their mouthsThe Licker: Is just here for the cheese

Turn the Doritos crunch into something worth talking about.

The process of eating the chips, leave

an impression.

A crunch could be left looking like Idaho.

DORITOSCommercial

He hears a crunch back He checks out the girls cubicle

He slides down into his cubicle with the chips He sends sexy crunches back

He peeks over at the other girls cubicle He finds out he’s been crunch communicating with a boy

:30 spot

Expanding Brand ExperienceAP: Jaime Kornick AD: Mina Mikhael CW: Gordon Grout

How do we entice consumers to enjoy the Cheesecake Factory at off-peak hours?

AssignmentThe Cheesecake Factory is looking for new opportunities to drive additional traffic to their restaurants.

ChallengeThey already do well during their lunch and dinner hours for special occasions and with families, but untapped oppor-tunities lie within their off-peak hours to reach new customers. To create a cheesecake need during times that people may not think to have it. Make cheesecake an exciting addition to other parts of the day.

Consumer21-35 year olds living in major urban areas with busy professional lives. This demographic is highly invested in where they eat and constantly looking for new and creative offerings.. while open to innovative experiences. These consumers keep busy routines, so they are attracted to convenient experiences.

The SituationThese consumers have an undeniable love for desserts, and a positive association with cheesecake. These consumers don’t think to treat themselves to cheesecake when their taste buds are accustomed to other baked goods that are more readily available.

Big IdeaCheesecake is a spectacular dessert that’s a treat worth treating yourself to, anytime.

Strategic ApproachThe cheesecake is the iconic, flagship menu item, as well as the most well-recieved within our target demographic. Remind them about this delicious dessert, by bringing them cheesecake during off-peak hours. Teasing their tongue with this tasty dessert, will lure them into the CF restaurant in the future.

Creative ApproachBring the Cheesecake factory experience beyond the sit-down restaurant by creating a food truck for the CF with just their famous cheesecake. This demographic is constantly on the move, so we want to bring the cheesecake conveniently to them and create an innovative way to remind working professionals that cheesecake is a dessert worth savoring at anytime.

Bring the cheesecake to them!

The Cheesecake truck offers free samples during the afternoon at popular lunch places and food truck hotspots. Banner ads will target websites where dining decisions take place and pop up at particular times of the day, such as before lunch and afternoon break time to promote the Cheesecake Express. At night, the truck makes stops outside trendy bars and restaurants.

One weekend in each city for a cross-country Cheesecake Tour. Boston, Chicago, DC, Los Angeles, Miami, New York and Seattle.

Short-run digital billboards spread the word about the upcoming Cheese-cake Express in your area.

Product LaunchAP: Jaime Kornick AD: Maria Molina CW: Helena Heras

AssignmentOrigin (Powered by EA) is an online application, which once downloaded, allows users to access their game library anywhere, anytime. Similar to what Netflix is to movies, Origin is for games. Create a campaign to officially launch Origin.

ChallengeObtain four million downloads of the Origin software. by creating more brand awareness and interest around the application.

Consumer24-34 year old males that are the casual gamer. These consumers are the early majority within the innovation adoption curve. They are thoughtful people, careful, but accept change more quickly than the average consumer. They are more greatly influenced by marketing than a hard-core gamer and make up 34% of the consumer popula-tion.

The SituationVideo games are a proxy for real life, that seem to carry real consequences, but at the end of the day, don’t. After conducting interviews with our demographic, one consumer summed it up by saying, “The avatars involved allow you to be more than you are, and do things that are physically impossible in real life.

It’s difficult to seperate a gamer and their avatar, so what can Origin provide gamers that no

other gaming system can?

Big IdeaOrigin breaks the boundaries to play by providing avatars with freedom.

Strategic ApproachWith Origin, gamers can reach a higher level of seamless gaming. It doesn’t matter where you, all your worlds are connected now. Even when you leave your PC at home, you could still take Origin with you. No need to stop the game anymore, when you could just put it on pause, and continue the game throughout the day.

Creative ApproachTaking the gaming beyond traditional online gaming sites by extending a special invite to everyone that has an EA account during gaming conferences.. This exclusive invitation will spark curiosity while increasing awareness within the gaming community. At night, a 3D avatar simulation in the sky will direct them to text to start [playing], which would automatically initiate the Origin download. Located near the gaming conference locations, Origin will be in the bus shelters and other public transit nearby. Once initiated, it will display the 3D Avatars, showing off the accessibility of this new application anywhere you go. The print in gaming magazines such as, PC Gamer, PC World, etc. will show the casual gamer, and all his Avatars casually with him.

Avatars anywhere you are. In the Sky

Bus Shelter Print

Dating Site

Product InnovationAP: Jaime Kornick AD: Maria Molina CW: Helena Heras

AssignmentDevelop an advertising campaign to launch a new online dating site.

ChallengeDating sites are everywhere now- it’s a bigger industry than porn. However, consumers still want relationships to grow naturally through the more traditional face-to-face conversations because they think it’s impossible to get a vibe through a computer screen, but when you meet someone in real life you can tell immediately whether there’s some-thing special there.

Consumer22-31 Single Men and Women. These people are tech savvy, adventurous, and open to new experiences. They’re active, constantly on the move, and tenacious doers. They’ve pushed back the milestones of adulthood and “30 is the new 25.”

The SituationThis demographic still feels like online dating is a bit forced with algorithmic matchmaking, scary because you don’t know who you’re really talking, and overwhelming with all the questions and profiles to navigate. They don’t want relationships to slow them down, but rather uplift them in their achievements.

How do we make an online dating site that feels less like a digital matchmaker, and more like a platform

for these ambitious single people to meet?

Strategic ApproachThe simple truth that people are at their best when they’re doing what they want to be doing. Studies show that people experience a heightened level of attraction under stimulating conditions, like having an “adventure” they find exciting. Instead of asking formulated questions like the other digital matchmaking sites, we push that all aside, to allow singles to join fun group activities with other singles, setting the right stage for a potential relationship to grow organically.

Build a site that provides the framework to form a relationship naturally.

Creative ApproachAfter you sign up, you simply place activities that you enjoy doing on the tree and you’ll recieve events that align with your passions that have a set amount of slots available. When an even amount of single guys and girls confirm for the event (no sausage fests here) you can familiarize yourself beforehand with the people that will be joining you. Turning the one-on-one first date into a group setting, will remove the awkward and scary elements, because meeting up for the first time is always more safe in numbers. Also, partnering up with group discount sites like Groupon and Living Social, will provide our singles with a discount on their activity. Even if they don’t find that someone special, they will at least leave having found fun, because they chose to do an activity that they enjoy.

Website

Print

2011 – 2012

Miami Ad SchoolTechnical, Art DirectorTo close the gap between the business and creative sides of the house, I studied Art Direction.

Miami Ad SchoolAccount PlanningMy two favorite loves, problems and ideas.

2011 – 2013

Founder of Clean Pet HandsDis-infecting dog walks with hand sanitizer that clips onto the dog leash.

Brand Strategist at Attack Marketing. Developing creative programs that meet Nesquik’s busi-ness objectives and advance the brand strategy. Pitching ideas and understanding client needs while establishing creative direction for the field programs.

December 2012 - Present

Brand Advisor within Marketing & Advertising. Providing strategic counsel to account partners within the F500 and early stage start-up space. Uncovering strategic ways to grow a brand by simplifying the complex and crafting ideas that help businesses grow creatively.

Resume

Created the first study abroad part-nership with Israel and FSUIDC Herzliya, Israel International Business ProgramWas the first student to study at an Israeli school through Florida State, and built a framework for future students to do the same.

Black on Black Rhyme: A spoken word troupe, similar to def poetry jam. I was the only white person in it. They still wouldn’t consider changing the name to Black on White Rhyme.

2004 – 2008

Florida State University (FSU) B.S, Business MarketingGraduated Magna Cum LaudeObtained the Windy City Seminole Scholarship and Elfreda Eggers Memorial Scholarship

2007-2008

Tallahassee DemocratIndependent Contractor, Direct Marketing I was the person that was selling newspaper subscriptions outside grocery stores. I did it because I knew it would push me to learn fast, when it’s 100% commission, it’s sink or swim.

2008-2011

Marketing Associate at Corporate Executive BoardEngaged senior level Innovation, Product Development and R&D executives through strategic research of leading-edge business practices to essentially avoid re-inventing the wheel.

Asked to be on the Jerry Springer Show with my identical twin.

I’ve always been interested in understanding people’s perspectives. With such an enormous community on Craigslist, I set out to explore and connect with people through this platform by posting unusual requests. Asking people for favors that the average person is capable of doing, but do they want to? How about for $200? With thousands of replies, it ended up revealing both interesting and unique insights about people.

Hi,I haven’t seen my brother in 12 years and he’s coming to San Francisco for work. I told him that I would go out to din-ner with him, but now have decided not to, but he’s expecting me, or someone. I need a stand-in. Will pay you $100 before the dinner, as well as $100 after the dinner, including the cost of dinner.

About youMust have straight hair (If your hair is curly, but could straighten it, that’s fine too)Must be 5’4-5’8Must be white (I’m not trying to be racist here, but let’s be honest here, a lot happens in 12 years, but typically not race changes)

Let me know if there is anything else, and I really appreciate you filling in.

Regards,Kristine

Reuniting with Brother, Need a Stand-in

I don’t really have a brother.

Hi, I read your ad at Craigslist and I’ll help you out!I have siblings of my own so I know how that could be. lol. I lived here most of my life so I could talk about sf. I am going to school and working, but I like to have fun in between. I like football, basketball and some golf.

I hope to hear from you soon.

Rachel

Hi, your post caught me off guard.I no longer have parents on this planet and have one brother- it is a bond, that despite distance is a part of us and if your brother is coming all this way, maybe he needs your honest connec-tion. Maybe you’ll find a rewarding friend who only has one other sister-you. 12 years is a long time, but so is a lifetime of regret. Maybe suggest coffee? Meet somewhere you are at ease? Go for a walk? I’m sorry if I’m intruding-Best WishesJanet

Ur an asshole.

Dan

Craigslist Reactions

Help me hang some human taxidermy in my Living Room

Hi,This is an interesting request, however my aunt meant more to me than anything and she recently passed away, and I preserved her.

I now can see my Aunt all the time. It’s like she never left. We talked about this before her death, and agreed to have parts of the body stuffed and mounted in my living room.

Can someone please help me mount it though?It weights about 45 lbs. and looks similar to any taxidermy situation. I love my aunt and now will never forget her. Willing to pay $200 to continue to see her everyday.

Thanks and I appreciate the extra strength.

Regards,Lucy

This has got to be some kind of a

bad joke .... right?

Hey, for $400 I’ll stuff your uncle

and hang him up too.

Got any other family members you

would like mounted on the wall?

-Ash

I’LL MOUNT YOUR AUNT FOR FREE IF U WILL HOLD THE LEGS UP?

Steven

Hello,

I totally understand in regards to losing a loved one and when I first searched for jobs you are right this is a very unusual one however I would be willing to assist you as I am not afraid of hard work nor am I squeamish when it comes to those who have passed on before us. I was wondering if the person needed to be taxidermist still?

My contact info is attached. Meka

craigslist noreply@craigslist.org to meYour posting has been flagged for removal.

Craigslist Reactions

Professional CrasherIn 2012, I started crashing company events. To describe it best, it’s essentially wedding crashers but with businesses, (so a bit more professional). With my innate drive to connect combined with my passion for innovation, I’ve crashed over 50 different companies across industries from the Fortune 500’s like Oracle, Twitter and Adobe to early stage-startups. I’ve attended product launches, costumer appreciation receptions and holiday parties -learning about what companies are doing from the people on the inside. I write about these company events highlighting their business by the people that built it. With over 9K followers accumulated in the past year, I now get invited to “crash” company events.

Hikmet ErsekCEO, Western Union

Chris AndersonEditor in Chief, Wired

Learning about different companies by crashing their events.

www.ProfessionalCrasher.com

can’t wait to meet you.MY I DEAS

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(847) 636-0115Jaime.Kornick@gmail.com/JaimeKornick

“Jaime Kornick has an empathic ability to listen and connect with people. She is arduous, passionate and genuinely creative. Her attention to detail is unsurpassed and her ability to inspire others is unmatched. Jaime was terrific to work with, organized, focused, and yet full of energy and ideas. Her diverse skill set and reliability made her a desired team member.”

David Morris, CEOHSG

Strategist