I love it when a media buy and creative execution come together serendipitously. When we were told that the Maine Office of Tourism bought small space ads in the Boston Globe Sunday Magazine Crossword page, an opportunity arose to do something special. So we created a series of ads that bridged the gap between selling Maine and using language that spoke directly to crossword puzzle solvers. The campaign won a merit award in the 2015 One Show for Advertising.

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