CREATIVITY IN COVID

MASK UP.
PONY UP.

The Pony just turned 16 and, like any teenager, this year has definitely been a weird one for us and so many (if not all) of our clients. We worked together in NYC during 9-11, and thought that would be the toughest challenge to guide a business through. COVID proved us wrong.

While COVID has impacted so many of the companies we work with, it also created an interesting creative challenge as our clients started to re-open: encouraging people to be safe, spread out, and wear a mask. Nobody likes to be told what to do, but if you can do it with a wink and a smile they might just listen.

Even in the strangest, scariest and unsurest of times – creativity steps up and fights harder to bring us all together. It manages to put a smile on our faces, even if we can’t completely tell because of that mask you’re wearing. But hey, at least you’re wearing that mask.

We worked together with coffee shops, county officials, hotels, waterparks, shopping malls, restaurants, roller coasters and our own neighborhood to develop plans to re-open and find ways to clearly communicate what was being done to keep everyone safe.

The most challenging project led to one of our favorite campaigns of the “Contactless Summer.” We worked with Cape May County, NJ, as they planned to re-open for the summer season. Together, we developed “Safely Together,” a campaign that raised public awareness, as well as armed local businesses with the assets they needed to open safely.

The campaign included TV, radio, outdoor and a social off-shoot featuring the “Cape Maynion” – little rays of sunshine that showed us all how to summer safely together.

The full site can be viewed here.

And the work that hit closest to home, or oddly in this time when we’re working from home, closest to work – our neighborhood in Philadelphia. We created a few different campaigns to welcome folks as they began coming back to offices in buildings throughout the Spring Arts neighborhood.

And although Halloween looks a little different this year, as do all things 2020, some things are exactly the same. Celebrate beautifully weird creativity – and wearing masks. Put one on, and be kind to one another.