'Become' is a 360 campaign centered around empowering small businesses by helping them become whatever they want, with the help of a .com. To support the campaign, we featured advice from successful small businesses, such as Mast Brothers Chocolate in Brooklyn. The campaign extended to social, out of home, digital display, microsite, banners and pre-roll.
Group Creative Director: Roy Torres
Director: Mike Maguire | MJZ
Editor: John Dingfield | Beast
Colorist: Billy Gabor | Company3
Small Biz Helping Small Biz
We amplified exposure to several small businesses by giving them a free voice in their communities with strategically placed wild postings. Mast Brothers Chocolate in Brooklyn, Eldorado General Store and The Social Club in Detroit were amongst the few.
Landing Page x Getty Images
When visitors landed on Youcouldbe.com, they were greeted with a quick, inspirational animation of our "become" logo. Next, they were asked a simple questions: "What do you want to become?" After they submited their answer, the hero background image automatically changed based on their answer, instantly sourced through Getty Images. This change of imagery helped convey the feeling of their idea becoming more of a reality. In addition, all relevant and available .com domain names appeared.