The Power
The brief: Help everyday people feel a sense of belonging and empowerment through Boost Mobile’s “Power” awareness campaign.
My approach: What’s an eye-catching way to make everyone feel worthy of power? Place the bar on the floor. We gave power to the people. The real people. If you’ve lived a normal week in your city, you’ve done enough to earn the power with Boost Mobile.
To find localized, buzz-worthy cultural truths for each city, I dove into local talk radio, social comments, regional memes, you name it. I’m obsessive when it comes to understanding my audiences. Accurate localization = more emotional resonance = higher conversion.
Cincinnati - where the most beloved dish is Cincinnati Style Chili
Washington D.C. - where locals commonly gripe about the terrible traffic on The Betlway Highway
North New Jersey - where it's common to dispute whether or not a central Jersey truly exists
IG stories
