Hello Howard

Category:
Creative Direction, Branding, Advertising

Challenge:

After years of investment and recent public works projects, the Howard Street retail corridor was ready for it’s debut, but long-held stigma and stereotypes about the neighborhod were keeping people away.

Solution:

We broke down the stereotype in an unexpected way – by introducing the small business owners of Howard St. as “Howard.” The mismatch sent a message that challenged perceptions with a lighhearted twist.

OOH and Print Ads

Over the following year, we built an active social community and a busy events calendar around the campaign. Each of the featured small-business owners had their own month as the face Howard Street on Facebook and Twitter, creating an added layer that kept the conversation interesting. Event activations like movies in the park, a community garden and harvest festival built sustained interest well beyond the advertising campaign.