How do you make a case for creating a more positive world?
Promote a mission that encourages people to Be Sunny, Not Salty. Starting with a book, culminating in a movement with the sole purpose of spreading positivity in the world.
Promotes an easily shareable, extensible idea.
Be sunny everywhere. It couldn't be just one thing. It needed to be a lot of things. Content creation. Website. Social media marketing and management. People on the street. It needs and deserves attention.
Create a branded video that introduces the concept. Start by introducing the buzz and the joy through a high-energy campaign video.
Build a digital destination.
Give people a place to go — to see new ideas for being sunny, to share content, and to join the movement.
Promote where people already are
Put simple, compelling ideas and messages in front of people, on every channel, online and off through custom GIFs, banner ads, and shareable memes.
Think big and expansive
Get people excited with big aspirations. Make them feel part of something: #millionsmilesproject
Have a look at the final cut.
