Give a Damn

Creative Direction
Problem

Cedar Falls Tourism and Visitors Bureau needed a way a way to promote the area’s 100 miles of paved recreational trails to those outside of the Cedar Valley.

Solution

The result was the 100 Miles of Smiles campaign. We used Facebook, Twitter, and display retargeting to promote the areas trails and encouraged outdoor enthusiasts to revive a free trails guide

Concept

This approach opens eyes to the impact spice-growing can have on people and planet. We stay focused on the world, not the kitchen.

The people we appeal to most already want to do the right thing. We make sure they know “the right thing” includes cooking with spices from Frontier Co-op.

This concept tagline is isn’t just a call to action – it’s a wake-up call to activism. It says, if you buy “generic” or from the “big company,” then you don’t give a damn about people and planet.

Manifesto

Frontier-manifesto

Paid Social

Microsite

Results

GAD-result-1
GAD-result-2
GAD-result-3