The task was simple, To increase brand awareness using OOH ads and developing a social media campaign. 

Salt is one of those brands that have the potential of becoming a go-to name for those who wear eyeglasses. However, their efforts to be recognized as such, are slim to none. not many people know about the brand, and the target demographic continue to choose other name-brands over Salt over and over again.

The Idea? To target young professionals who are not interested in traditional methods of advertising such as TV and internet banners. To approach them when they would be more likely to interact with the brand. By using interactive OOH ads and interactive Snapchat filters. We hope to generate human connections in a more fresh and inspirational way. 

Life is sweet, Choose Salt. #SweetSalt.

This campaign was designed to get Millenials to listen to WBEZ and NPR by telling them that life could get a little better if they become more interesting individuals. This goal could be reached by listening to WBEZ and NPR. As a millennial myself, I understood that even though we think we are adults, we know that in some aspects of our lives we just don't have it together. We have all been in the situation where we want to engage in a conversation but we just don’t know what to talk about. This can be a big problem, especially when socializing. However, if you listened to WBEZ and NPR you could be that interesting person that you wish you were. To be able to reach this demographic, I have created Mike the mic. Mike will be the new mascot of WBEZ and NPR. Mike was inspired by an icon that many millenials recognize and miss: Clippy the Microsoft Word helping hand. If you remember Clippy, you also remember that he was very annoying. He would pop up anywhere in your screen and asked you if you needed any help. In this case, Mike would be the voice that reminds you that even though your life is not that great at the moment, it could always get better if you were more interesting.

Take a look at some of the work.

Copywriter - Sybil Munoz.

Art Director - Felipe Martinez