When the shortage of teachers began to become a real, big problem, especially in our home state of Alabama, we knew that something had to be done, and quickly.

With critical shortages taking place in math, science and special education, we recognized that we needed to reach existing and potential educators, as well as tout the state’s educational programs and initiatives to improve overall perception throughout the state and across the Southeast. Plus, we needed to promote and elevate the highly noble and super important profession of education with a message that was loud, proud and profound.

We started by creating an innovative campaign that simply thanked teachers across the state for all that they do. Our “Thank You” campaign was strategically launched during the challenging backdrop of the Covid-19 pandemic. Recognizing the prevailing sentiments during this period, our team made a deliberate decision to steer clear of a recruitment campaign, which might not have resonated positively with our audience. Instead, we chose to double down on our existing teachers, expressing our sincere gratitude and providing them with heartfelt encouragement. What started in 2020 has grown into an annual event and a constant reminder to spread the love to our selfless and dedicated teachers.

Across 3 years, accolades include:
– 236M+ Earned/PR Impressions
– 227K+ Organic Social Impressions
– 42.4M+ Paid Media Impressions

Next, we tapped into the emotions being felt by teachers and the relationships they have with their students as a way to connect to prospective educators. It aimed to highlight the profound, yet often intangible, rewards that stem from the micro-moments shared between students and teachers. These moments, marked by meaningful achievements, served as the cornerstone of why teaching is such a fulfilling profession. Beyond this emotional connection, the campaign also sought to cast a wider net, targeting a broader audience with the intention of reshaping prevalent perceptions regarding education as a career choice.

– 500K+ Website Visits
– 2.25M+ Social Reach
– 100M+ Paid Media Impressions
– 986K+ Paid Social Engagements

With the enactment of the TEAMS (Talent Expansion and Attraction Measures in States) Act, we felt that it was imperative to adopt a verifiable and straightforward communication strategy to effectively draw talent from regions beyond our state’s borders. This deliberate choice not only positioned us as a formidable contender within the Southeast region but also effectively highlighted the significant commitment Alabama is making towards the advancement of STEM (Science, Technology, Engineering and Mathematics) education. By doing so, we underscored our dedication to nurturing a robust and highly-skilled STEM workforce, which will undoubtedly shape the future of our state’s technological and scientific landscape.

– 4.1% increase in intent to become a teacher after being exposed to a “TEAMS” campaign ad
– 7,500+ interested applicants
– 3,500+ positions filled (goal 3,000)

Knowing that we needed to bridge the generation gap between educators and students, we created a campaign that told the Gen Z audience that they have the potential to be a different kind of influencer for our schools, students and communities. In both message and media, we created a social-driven campaign for the first social-native generation—reframing what it mean to be an influencer.

The “Influencer” campaign delved deep into the psyche of Gen Z, meticulously unravelling their profound connection to social media, content creators and influencers. Our overarching objective was to persuade our target audience that the most potent source of real-life influence resides within the realm of teaching. Whether it involves sparking inspiration among a collective, crafting captivating content, or amassing a substantial following year after year, there exists no more influential figure than a teacher.

– 3.7M brand engagements
– 10M+ video completions
– 12% increase in overall awareness
– People exposed to an “Influencer” campaign ad were 26.5% more likely to report experiencing positive feelings towards considering the teaching profession.

Overall, the We Teach Alabama campaign has delivered 201.9 million brand exposures to people in and outside of the state of Alabama.

Filmmaking seems like an unsolvable puzzle. With infinite moving and morphing pieces that must come together, the complexities are often concealed and misunderstood. When you conquer the process – it is revealed that only passion and perseverance can glue everything together. 

This was top of mind when Big approached the 2023 Sidewalk Film Festival sponsor video to celebrate the miracle of filmmaking.

In honor of 25 years of Sidewalk, we challenged ourselves to explore new areas. Our 2D and 3D opening sequence sought to inspire, intrigue and wow festival audiences and to give viewers an immersive experience.

As attendees and filmmakers lined up on the sidewalks of Birmingham’s Theatre District, they saw something they haven’t before: clues for decoding a custom alphabet cipher. We left hints in the program book, in a cryptic t-shirt and in colorful sidewalk-chalk stencils.

Attendees could use those breadcrumbs to solve the cipher on a one-of-a-kind website to engage more deeply with the festival experience and for the chance to win prizes, all while encouraging return visits to the year-round Sidewalk Cinema.

Creative endeavors, filmmaking and puzzles of all kinds aren’t easy to solve, but it’s a lot easier when you’re doing it with a community of curious people. And with the Sidewalk Cipher, hundreds of attendees answered the call for creativity and curiosity and successfully solved the puzzle. Prizes were given, goals were conquered.

Community, collaboration and secret codes… what will you find next at Sidewalk Film Festival?

The Sidewalk Film Festival brings international attendees and filmmakers to The Magic City each year. Big is a proud sponsor.

It’s been well documented that the need for teachers across the country is critical. In Alabama, it’s a full-on emergency. With an evolving classroom, teacher burnout and a mass call for higher wages across the board, the number of people entering the academic field has slowed to a trickle. So, how could Alabama attract new teachers? By reshaping the image of teaching in Alabama from a profession of overwork and underpay, to a meaningful calling to make a difference.

The “We Teach Alabama” campaign is a multi-year advertising and PR effort, targeting a new generation of potential teachers. Optimistic, ambitious and passionate 17-to 22-year-olds. Ready to make a difference while, yes, making a paycheck. The socially-driven campaign drives to WeTeachAlabama.com, a content hub that streamlines the process from interest to application. Big also created a platform for people to show some much deserved appreciation to the teachers in their lives. In just the first three months, more than 500 teachers have answered the call to educate the next generation of Alabamians.

Moving retail back to reality.

Bayer Properties manages a variety of outdoor retail centers that offer unique shopping and dining experiences. After a year of physical restrictions, social distancing, and online shopping—Bayer needed ways to invite guests back to what they love. We tapped into current mindsets to empower guests to return to their favorite stores and restaurants.

The message was well received. In addition to exceeding digital benchmarks, cars packed out the parking lots and crowd lines began to re-form. Guests enjoyed freely (but cautiously) exploring the latest trends with friends and family. After one of the toughest years ever, our campaign helped bring Bayer back to business.

We use photography and messaging to align with current mindsets.

Color palettes are inspired by seasonal fashion and Pantone trends.

Helping Google Fiber make better connections.

Since 2010, Google Fiber has worked to help all communities—big, small, urban, rural, and everywhere in between—get access to internet that’s fast, reliable, fairly-priced, and open. Nineteen cities later, Google Fiber needed exciting new ways to deliver that message. We amplified their mission by simplifying their brand. Through an evolving approach, we brought the same energy and life to the work that Google Fiber internet brings to your home. Because better internet means a better whole-home experience—we just helped make the connection.

When it comes to banking, nothing is more important than the customer. Period. America’s First has always known that. And their members know it too. That’s how they got a 98% member satisfaction rating. Our job was to prove it to everyone else. AmFirst made it easy. Simplify the messaging, consolidate the brand, make it more memorable, and always put the members first. It’s member-driven design, plain and simple.

Pistons pumping. Molecules flying. Oil sloshing. Hot cars in the desert. NASCAR. Insert every automotive cliché possible to see how the global giants of motor oil try to science their audience into submission.

Not Valvoline. We helped the 150-year-old American brand, who has a long and storied history of innovation, break new ground by speaking to the heart, over the mind, of DIYers. Thereby challenging the industry to try harder, think deeper, and celebrate the people behind the machines.  Abandoning traditional messages of molecular structures, service intervals, and racing celebrities, instead focusing on the fragility of time, life and self.

Dale and the Track That’s Too Tough to Tame. The Southern 500 returned to Labor Day this past year, and with it came a throwback celebration.

The World Games – an international sports competition that showcases up to 35 sports – meets every four years in a city chosen by the World Games and International Olympic Committees. In 2022, the Games will be hosted right here in Birmingham, Alabama.

The Institute for Research and Collaboration at JSU is not a single entity, but actually a group of many different organizations, focused on many different things. From innovative educational curricula and environmental protection to cyber security and disaster preparedness, their pursuits may seem disparate at first glance.