St. John's Board of Trade

Buy or Bye St. John's

Art Director
Digital, Experiential, AND PR
A campaign poster on a brick wall showing messages about local shopping in St. John’s and Amazon spending.

Overview

Shopping on Amazon has become the default to the residents of Newfoundland, but the long-term negative consequences it may have on their community are unclear. To encourage people to shop locally, this campaign makes the complex economic issue understandable to everyone.

A street wild postings with bold text 'BUY ST. JOHN’S / BYE ST. JOHN’S,' a sad face resembling Amazon’s logo, and messages urging local shopping in St. John's to counter economic impact.

Launched on New Year’s day and amplified during key spending periods, the campaign provides 100 reasons for Newfoundlanders to consider shopping local, one for each million they spend on Amazon.

A Local Cause Meets Big Data

Three smartphones display the 'Buy or Bye St. John's' campaign website, encouraging users to discard Amazon tracking numbers in exchange for local business discounts

Using public data, we are able to approximate and compare the amount of money Newfoundlanders spend on Amazon to the monthly revenue of local businesses, calculating a staggering yet straightforward impact in real-time.
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To bring the money spent on Amazon back to the province and support local businesses the visitors can burn their Amazon orders' tracking numbers and receive a discount at local stores.

Recognition

An earlier version of this campaign took the second place from over 20 pitches in a real-brief advertising contest at Humber College.
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Celebrated by RGD in my nomination for the most impactful designer under 35

Thank You

Art Directors ... Andrew Reutsky and Ekene Oduh
Writer .............. Ryan Paterson
Designers ........ Kim Marfil and Bernadeth Bangog

I wish to thank Mary Secord, Jennifer Mercer, Jason Hill, Dejan Djuric, Allie Keith, and Daniel Szczepanek for their review and suggestions.