Art Direction | Design | Photo Direction
Uncovering Cheer’s Bright Spot in a Dirty World
Cheer launched Brighten Bay a new TV campaign inspired by daytime dramas with laundry detergent as the hero.
To drive broader engagement and brand affinity in the digital space, we developed deeper storylines and webisodes set in Brighten Bay, a colorful community with the ongoing drama between its neighbors, including Nurse Nancy, Sandy, David, and the hero of Brighten Bay, Dr. Dan.
Will Sandy see the light?
On the site and YouTube channel, viewers could tune in to watch the drama unfold as Dr. Dan went head-to-head with Dingy David in battles involving love, lies, and heartbreak via our coma cam.
Visitors also had a chance to audition in Cheer's "Sparkle Like a Star" Sweepstakes, for a trip for two to Los Angeles. We supported the sweeps through over-the-top acting tips from our group of pros.
