Bayer is a leading mall developer in the southern United States. In recent years, malls obviously have been facing stiff competition from the e-commerce business. We wanted to do a campaign that played on the strengths you could get from an in-person, tactile shopping experience you couldn’t get from browsing online.

 

These were all headlines that had to be succinct and uplifting—a challenge in and of itself. This also required research into the main trends happening across social media and text lingo. Part of the campaign featured longer headlines alongside pictures and another part featured shorter headlines without any pictures—another exciting challenge when it came to coming up with these headlines.