Union was tasked with advertising and marketing a heliotropic mission that encourages people to Be Sunny, Not Salty. What began as a book and an author evolved into a broader movement—and a podcast—all with the singular purpose of spreading positivity in the world.
Our goal was to create and promote an idea that was both easily shareable and extensible. Be Sunny couldn’t live as just one thing. It needed to exist everywhere and take many forms—merchandise, a website, a podcast, people on and off the street, and earned media. The idea needed attention, and it deserved it.
We produced branded videos that introduced the concept by leading with energy, optimism, and joy. The campaign launched with a high-energy video designed to spark curiosity, generate buzz, and invite people into the movement.
