Plan C Celebrates Its Successful First Year In Business

SAN FRANCISCO – April 4, 2005 – Plan C, a San Francisco-based creative/marketing studio, today announced that in the past year since its inception, it has seen riveting success gaining clients, producing films and establishing itself as a new force in its industry.

Formed in January 2004 by Jason Harris and Mike Lewis, Plan C creates pure, interesting and entertaining content to help clients approach communications in a new way. The simple, in-your-face style that Plan C uses in the development of all promotional/marketing projects has already begun to create a buzz in the industry and is quickly gaining momentum, as is clearly evidenced by its growing roster of “A” list clients including: adidas and Levi Strauss Signature.

“We’ve had incredible success in our first year and we’re confident that trend will persist as we continue to produce what consumers want: a breath of fresh air,” said Jason Harris, co-founder of Plan C. “When we got started, we wanted to make sure we were catching people off guard, the ideas are working and our clients are happy with the results.”

By focusing on ideas, attitudes and the cultural impact instead of just the sell, Plan C creates Web films, retail DVDs, primetime television shows and other marketing vehicles to help its clients deploy viral “word of mouth” campaigns that create brand awareness, build credibility, deliver customer excitement and make the cash register ring.

“Plan C’s goal is to find better ways, beyond traditional advertising, for brands to get the kind of results they have been wishing for,” said Mike Lewis, co-founder of Plan C. “We are knocking down walls and breaking through all the over-hyped marketing nonsense that is cluttering up our world. Instead, we’re building lasting impressions in the process that will ultimately fill our clients’ pockets.”

First Year Highlights –
adidas – To launch Kevin Garnett’s signature basketball shoe, Plan C created the documentary “Superstars, an inside look into the future of basketball” that examines the growing trend of high school basketball players who are following KG’s example and attempting to leap from high school hoops straight to the hardwood floors of the National Basketball Association. “Superstars” ran nine times on the Fox Sports Network in June 2004 and was also given away as a promotional DVD accompanying every purchase of the new a3 Garnett during the summer of 2004.

Levi Strauss Signature™ – For the Levi Strauss Signature Brand™, Plan C created and produced a documentary that followed Levi-sponsored Jimmie Johnson and Target-sponsored Casey Mears (two NASCAR drivers on TEAM USA) as they competed in the Race of Champions for the title of the fastest nation in the world. The film “Jimmie Johnson: Common Thread,” delivers a close-up view as Johnson and Mears take on the world’s best racecar divers in Paris. “Common Thread” aired on the Speed Channel 10 times and will also be available as a promotional DVD.

Background on Jason and Mike
Plan C’s lead creative, Mike Lewis, also fills the roles of marketing consultant and media guru. Mike proved his ability to deliver high-impact ideas against low-cost budgets when he was responsible for developing street teams, college rep. programs, urban market collateral and high-profile events for EA Sports, the worldwide leader in sports video games.

Jason Harris, Plan C’s strategic thinker, manager and producer, has more than 10 years of experience in advertising and marketing. He specializes in youth-focused consumer brands such as Dr. Martens and PlayStation, and has worked at well-respected creative agencies from TBWA Chiat Day to London-based Leagas Delaney.

About Plan C
Formed in January 2004, Plan C is a San Francisco-based creative/marketing studio whose philosophy is that the best idea is the one you haven’t thought of yet. Through Web films, retail DVDs, primetime television shows and other marketing vehicles, PLAN C helps its clients to deploy viral “word of mouth” campaigns that create brand awareness, build credibility, deliver customer excitement and make the cash register ring.

Described another way, Plan C Co-founder Mike Lewis says, “It’s about what if. It’s about maybe. It’s because plan A is obvious. It’s because plan B never works.” For more information about Plan C, visit its Web site at www.plan-c.biz or call 415-677-1353 or 415-722-7666.

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Rachel Atkinson, Politis Communications, 801-523-3730(wk), ratkinson@politis.com or
David Politis, Politis Communications, 801-523-3730(wk)/801-556-8184(cell), dpolitis@politis.com