St. John’s Board of Trade

During the pandemic, the people of Newfoundland, like the rest of world, have turned to Amazon for their shopping needs. The continuous use of buying through Amazon, instead of shopping at local businesses, can permanently impact the communities and the local economy.

The solution we created is to highlight the reasons people should shop local by turning them into reasons they shouldn’t. The message “Don’t Shop Here” is one that consumers are not used to, allowing it to effectively grab attention. While the tone of the campaign is cheeky and sarcastic, the underlying message and tagline of the campaign is: if you don’t shop here, these businesses disappear.

Copywriter: Michelle Alig

Art Director: Shelly Breslav

Graphic Designer: Arpan Panglia & Darinka Ramos