Union was tasked with advertising and marketing a mission that encourages people to Be Sunny, Not Salty. What began as a book evolved into a broader movement with a singular purpose: spreading positivity in the world.
We set out to create and promote an idea that was easily shareable and endlessly extensible. Be Sunny couldn’t live as just one thing—it needed to exist everywhere. Content creation. A website. Social media marketing and management. People on the street. The idea needed attention, and it deserved it.
We produced a branded video that introduced the concept by leading with energy and joy. The campaign launched with animated videos designed to generate buzz and invite people into the movement.
We built a digital destination—giving people a place to explore new ideas for being sunny, share content, and actively join the movement.
We promoted the message where people already were. Simple, compelling ideas were placed across channels, online and off, through custom GIFs, banner ads, and shareable memes.
We got people excited with big aspirations, to make them feel part of something: #millionsmilesproject
We designed merch for them and made content out of them.
