DATE NIGHT / ADVERTISING / DOWNTOWN HALIFX BUSINESS COMMISSION
Okay, let’s talk about risks. This ad campaign for DHBC, centered around a flagship video (mostly for media reasons, which was a brilliant approach), took a lot of leaps. Let’s not talk about the product. Let’s shoot in standard-def 4:3 and feed the video through a digital-to-tape-to-digital. And let’s be awkward and have fun with it. The earned media was worth it: this was picked up by Mashable, Digg, and HuffPost, not to mention local news and social media. And the packages? Sold out within the first two weeks. Risk isn’t risk if it works.