CATCH yourself off guard
Hoping to build buzz is like hoping to create a viral video. Everyone wants to do it. But it’s not something you can just do. A bus shelter, a TV spot, a newspaper ad: you can “just do” these things. But sparking a cultural movement, seeing your message spread on its own, getting people actually excited about spending time with your brand: these things take an equal dose of luck along with the skill you bring to the project. Regardless, we approached our latest campaign for CATCH, the Nova Seafood Festival, with exactly this lofty goal. Our ambitious client, bless her heart, wanted us to go beyond getting the word out, and do something that would build that elusive buzz. [...]
June 2nd, 2010
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