Campaign Work

When we think of campaign work, we tend to think about the Super Bowl. Working for largely digital agencies forced me to stretch my understanding of campaign work—what it can and should be in an era of small budgets and even smaller attention spans.

I think the best campaigns don’t just “make people feel something” or “inspire action.” They should give people something (an idea, information, a tool) that makes their lives a little better, or easier, or more interesting. I wonder what would happen if we treated campaigns like a true exchange—and not just for attention spans or subscriptions.