Nicole DuMouchel Davis

Get a Shot. Give a Shot.

Addy & Effie Winner

A flu shot is the ultimate parity product.

If we wanted to drive Walgreens’ flu shot business, we needed more than pharmacy posters and a clever TV spot. We needed a flu shot that actually did more. So we created one.

We partnered with the UN Foundation to create the only flu shot that also prevents polio and measles. The only flu shot that helps children in need around the world.

The “Get a Shot. Give a Shot.” campaign changed the industry. Since its launch, Walgreens has become the #1 flu shot retailer in the country. And we’ve helped provide over 15 million lifesaving vaccines to children in need.

Addys Winner

Energy bars, proteins shakes, and yogurt were getting all the protein cred. So we gave the world a history lesson. But not the boring kind.

With help from Sasquatch and some ancient badasses, we put meat on the right side of history and kicked those other fauxteins out the rear of a Trojan horse (words I never thought I’d say in my career).

Addys Winner

When you’re a neighborhood grocer a fifth the size of Walmart with 1% of their media spend, you have to be memorable. And we have, resulting in 24 consecutive quarters of growth (and counting) and $20 billion in annual revenue.

Over the past six years, I’ve led this brand through many iterations. Here are some of my faves.

Webby / Addy / CA Interactive Shortlist

Walgreens wanted a print ad to raise awareness for their HIV-specialized pharmacies. We saw a bigger opportunity.

What if we could remove the biggest barrier to beginning HIV treatment—fear of stigma? What if we could convince people that their diagnosis is not a death sentence?

But first, we had to convince Walgreens to invest in more than a print ad. One year and $1MM later, Let’s Grow Old Together was born.

The immersive site gave those who have been isolated by fear a safe place to cope. Moving along a timeline spanning from diagnosis all the way to retirement, they could hear from real patients about how they’d navigated each milestone of their HIV journey.

I was so moved by the experience that I wrote an article about it:

https://goo.gl/mqzAQq

Addys Winner

1 in 8 people don’t know where their next meal is coming from.

And the other seven people don’t even know one of their neighbors is hungry. We decided to change that.

Through emotional storytelling and stunts, we’ve shone a light on hunger in America and the real difference Food Lion Feeds is making.

Comm Arts Interactive Annual 30, Comm Arts Design Shortlist, Cannes AYA Inclusion Award Shortlist

Texas is 1 of the 22 states still taxing period products as a luxury item, even though they’re a basic necessity. Because of this tax, women in the U.S. spend an estimated $120 million a year just on the sales tax of period products. That’s bloody sexist.

So when Women’s History Month, SXSW, and the Texas legislative session all coincided, we decided to raise a glass (and our voices) and help repeal this sexist tax with something everyone could get behind—Bloody Marys.

We partnered with nonprofit PeriodLaw and launched pop-up Bloody Mary Misogyny bars all over Austin during SXSW. They offered only two drinks—the Bloody Mary and the Bloody Marc. The Bloody Mary came with a $1 luxury tax.

Bar patrons were driven to BloodyTax.com, where they could learn about the period tax and take immediate action.

The result — a landmark victory with Texas voting to repeal the tax.

An iconic American brand that needed to feel a little less retail and a little more human. And we did just that.

Addys Winner

This award-winning smoking cessation program helped smokers see their addiction in a new light and offered an entirely new way to quit—re-learning life without cigarettes.

To date, we’ve helped over 800,000 smokers quit for good.

AAF Mosaic Workforce Inclusion Winner

Good drinks lead to good conversation and healthy debate…at least when I’m there.

In this groundbreaking print and OOH campaign, we posed debates that were relevant to the neighboring editorial or board location. We never ran the same ad twice, which means I wrote hundreds of these. Plus I got free subscriptions to everything from Field and Stream to Playboy.

This mobile-first, integrated campaign for Marshalls, T.J.Maxx and HomeGoods made smart use of the then-new technology—Google Street View.

Using Google Maps’ API, we sent carolers to homes around the world, spreading cheer and a better way to Christmas shop.

The eggnog was flowing when the results came in—a 16% increase in year-over-year holiday sales.

They say there’s nowhere for a writer to hide in a radio spot. I don’t know who “they” is, but there’s nothing to hide here.