The campaign starts with the wild postings that redirect people to a microsite after scanning the QR code seen on the poster(s). The wild postings consist of reasons why Newfoundlanders should donate money to Amazon rather than supporting their local businesses which will then grab their attention and will want to learn more about the campaign leading them to scan the QR code.
The St. John’s Board of Trade wants residents of St. John’s/Newfoundland to show more patronage to local businesses because shopping on Amazon has become the default for Newfoundlanders during the pandemic. These trend from Newfoundlanders has long-term consequences to their local businesses and they lack the knowledge to figure this out themselves.
To promote buying local and tackle the enemy, “Amazon apathy”, we created a campaign that has the St. John’s Board of Trade ask the people of St. John’s to donate money to Amazon. This campaign will challenge Newfoundlander’s apathy towards their community, encouraging them to oppose the campaign and promote local businesses.
As posted at St. John's downtown area
The microsite gives people the explanation to fully understand the purpose of the campaign; which is to support local businesses instead of Amazon. The website includes a business directory page at St. John’s and will give people more information about the stores they want to shop and support as an alternative to shopping at Amazon.
The bags would be given at local stores when the campaign is running, and it’s something that can live on long after.
- The front design displays the sad arrow face that represents money going from the East (Newfoundland) to the West (Amazon’s headquarters in Seattle).
- The tagline “Buy St. John’s or Bye St. John’s” simply says buy from the local stores in St. John’s to support the community or say goodbye to St. John’s economy and continue shopping from Amazon.
We also added window decals as a tool to identify stores that support the campaign. We wanted it to be something that would also grab people’s attention when they see it, for the purpose of sparking curiosity.
- ClientSt. John's Board of Trade
- CreatedApril 2021
- TypeCampaign, Design