#ONELEE RECOVERY CAMPAIGN

CONCEPT • ART DIRECTION • PHOTOSHOOT • DESIGN

In the summer of 2018 The Beaches of Fort Myers and Sanibel was hit with a natural disaster known as the red tide. The red tide is a harmful algae bloom that resulted in over 2,000 tons of dead marine life washing up on the shores of Southwest Florida and made many of beaches unsafe for humans. The red tide occurred in the middle of The Beaches of Fort Myers and Sanibel’s peak season. The Visitor and Convention Bureau shifted from trying to bring visitors in during a time that was not considered safe and instead wanted to focus on encouraging locals from surrounding communities to come together to support and help the local businesses that depend on tourism to stay open by dining, shopping, and taking a staycation locally – and receiving great discounts and deals to do so. Due to urgency and need for a quick campaign launch, we concepted and shot two scenes in a content studio showing the “ helping hands” of friends coming together to dine and explore in the destination without promoting or showing the beaches. #ONELEE was promoted through newspaper print ads, billboards, a custom landing page, and social media.