St. John's Board of Trade
Buy or Bye St. John's
Digital, Experiential, PR
Shopping on Amazon has become the default to the residents of Newfoundland, but the long-term consequences it may have on their community are unclear. To encourage people to shop locally, this campaign makes the complex economic issue understandable to everyone.
Launched on New Year’s day and amplified during key spending periods, the campaign provides 100 reasons for Newfoundlanders to consider shopping local, one for each million they spend on Amazon.
A Local Cause Meets Big Data
Using public data, we are able to approximate and compare the amount of money Newfoundlanders spend on Amazon to the monthly revenue of local businesses, calculating a staggering yet straightforward impact in real-time.
To bring the money spent on Amazon back to the province and support local businesses the visitors can burn their Amazon orders' tracking numbers and receive a discount at local stores.
The bags would be given out at local stores while the campaign is running, and it's something that can live on long after.
An earlier version of this campaign took the second place from over 20 pitches in a
real-brief advertising contest at Humber College.
Celebrated by RGD in my nomination for the most impactful designer under 35
Art Direction ............. Andrew Reutsky, Ekene Oduh
Copywriting .............. Ryan Paterson
Production ............... Kim Marfil, Bernadeth Bangog
I wish to thank Mary Secord, Jennifer Mercer, Jason Hill, Dejan Djuric, Allie Keith, and Daniel Szczepanek for their review and suggestions.