A Little Sweetness is Big
National Confectioners Association 2012 campaign showed people that a little sweetness — both in their diet and to their fellow man — is a healthy thing. The campaign was developed to counteract the attack on sugar in general. The strategy: teaching the public that consuming small amounts of candy is ok as part of a balance diet. And it brings enjoyment to help balance your life as well.
The campaign launched as part of the NCA Convention in Chicago, where a giant candy dispenser in Millenium Park spread the love with free treats, and encouraged people to pledge their acts of sweetness and do good things every day. The out of home advertising integrated with Chicago transit and highways with targeted messaging, and the microsite served as a hub for pledges and sponsored events.
Art Direction & Design: Campaign Branding, Website, Out of Home Advertisements