Empowering the next generation of shoppers.

In today’s modern social world, nothing is more important than authenticity and inclusivity. That’s especially true for retail brands whose products are an expression of personality, culture, and identity. So when Bayer Properties, an owner and operator of retail and mixed-use real estate, needed a social-centric campaign that could help drive traffic to their properties and tenants locations, we set out to empower our audience through self-expression.

We developed a campaign rooted in a bold, confident statement that embodies the essence of fashion and shopping — an opportunity to explore, embrace, and express the most true version of you.

Alabama needs more influencers.

Since 2010, Alabama has seen a 40% decrease in students entering teacher education programs. But what do you do when young people are setting their sights on careers as influencers? You show them the influence that Alabama teachers can have.

Teachers Are the Real Influencers

There’s a need for teachers now more than ever, but as students’ interests and professional desires change, recruitment efforts need to change too. The “Teachers Are the Real Influencers” campaign targets future teachers where they’re already spending their time: on social media. Along with multi-platform video ads, Alabama-based influencers are sharing their channels with Alabama teachers to spotlight how teaching has real influence.

We tapped Alabama-based influencers like University of Alabama basketball player Mark Sears to highlight teachers.

Improving optics for UAB Callahan Eye

90% of all information we receive is visual. So what do you do when a world-class eye hospital wants to increase its awareness? You elevate its visibility with prospective patients.

Visionary Care

UAB Callahan Eye is home to the country’s foremost experts in the treatment and cure of eye disease and trauma. Only the new generation of medical decision-makers didn’t know it. Intent on improving optics, we created a dynamic color and shape system inspired by UAB Callahan Eye’s history and association within the fine arts community. Utilizing vibrant light and spectral tones, we captured surreal photography highlighting the hospital’s focus on speciality care and innovation. This built the foundation to deliver a variety of messages positioning UAB Callahan Eye at the forefront of ophthalmology. The end result is a visually captivating campaign that reintroduced UAB Callahan Eye as a national leader in sight.

We simplified the UAB Callahan Eye name and logo within the larger health system.

“Complex Vision” — a lenticular sculpture by Yaacov Agam on the hospital’s exterior — inspired our color and shape system.

We conducted patient interviews to inform our key messaging pillars: experience, training, immediacy, continuity of care and proximity.

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.

Big created the brand for Alabama Gulf Seafood over 10 years ago, after the emergence of the 2010 Gulf oil spill as a way to rally the Alabama community behind our seafood industry. Since then, the Alabama Gulf Seafood brand has developed a legacy of its own. Our task in 2021 was to modernize a brand that boasted a lot of classic character. To do this we would need to shine a new light on Alabama Gulf Seafood, one that didn’t outshine its authenticity.

So what did we do? We dove deep, connecting with true Alabama Gulf fishermen and seafood workers. We found real people with real stories and captured their industry through profound behind-the-scenes film and personal interviews. We redesigned eatalabamaseafood.com to house these genuine, long-form stories and shifted its focus to discuss the rich recipes and seasonal flavors of Alabama Gulf Seafood. This switch in tone allowed us to stray away from the informational and embrace the conversational, adding elements that would draw in consumers and keep them up to date with the brand. By integrating creative, content, and interactive, we have carried on the Alabama Gulf Seafood legacy while adapting it for a more modern style.

Equal representation in a divided state.

Alabama is a historically disparate state—demographically, morally, politically, and geographically split. We had just over 8 months to bring them together. With $13 billion in federal funding and a congressional seat at stake, inciting action was paramount. We divided our efforts to meet people where they were allowing us to push our message to even the hardest to reach places.

See Results

We developed a community-centric resource complete with downloadable toolkits tailored to our diverse audiences.

A global pandemic halted grassroots efforts leading us to adjust our media approach to target the changing landscape.

We created a 4-week bracket that paired 32 county schools with the lowest census response rate head-to-head to win $65,000.

With less than 60% of people counted and only 2 months left to reach our goal, we shifted our approach to address the most apathetic audiences.

A promise. It’s a pact, an assurance, a commitment that’s only as good as the people who keep it.

The Birmingham Promise needed an identity as bold and powerful as everyone it affects—the students, parents, educators, and businesses in our community. It needed to educate and empower as much as it encouraged growth and progression. The result is a brand that inspires continuous motion in the direction our city is heading. Because a better future is only possible when you keep moving ahead.

2021 Recognition

Communication Arts Photography Awards, Advertising Series I Short List

District 7 American Advertising Federation ADDY Awards

Gold: Out-of-Home/Ambient Media, Poster
           Campaign: Birmingham Promise Posters

Birmingham American Advertising Federation ADDY Awards

Gold: Elements of Advertising, Still Photography
           Campaign: Birmingham Promise
           Photography Credit: Wes Frazer

Silver: Out-of-Home/Ambient Media, Poster
           Campaign: Birmingham Promise Posters

Silicon Valley and New York City aren’t the only tech hubs anymore. From Austin to Atlanta to Kansas City, tech ecosystems have been thriving in areas where funding goes further and incentives make an impact.

Thanks to Shipt’s commitment to staying headquartered in Birmingham (and their acquisition by Target), Birmingham was catapulted onto tech watchlists from the likes of Forbes, Inc., and OZY. But we couldn’t stop there. That’s why Big was called upon to leverage our expertise in the economic development sector and create a brand that would help spur our city’s growth and innovation.

The mission of Birmingham Bound is to inspire companies and executives to visit the Magic City—and stay here. We began with a modern, energetic mark that reflects the relentless entrepreneurial spirit of our tech community and the companies we aim to add to it. Then to answer the “Why Birmingham?” question, we helped set up a website that could expand and grow with the initiative.

Thanks to the efforts of Birmingham Bound, 17 high-growth tech companies have come to call Birmingham their primary or secondary home—all in just the first two years.

Corporate responsibility has never been more important. Due to the public health emergency and shelter-in-place orders resulting from the COVID-19 pandemic, DoorDash’s last-mile logistics platform became an essential service, facilitating deliveries of meals and providing a lifeline for restaurants. The DoorDash team wanted to build awareness and expand the reach of the many programs and initiatives serving customers, restaurants and Dashers on the DoorDash platform.

DoorDash’s mission is to help grow and empower local economies. Not only does their platform help support commerce for local merchants, it also provides economic opportunities for Dashers (the drivers who use the platform). And although there were many websites, blog posts, and press clips describing DoorDash’s mission and impact, there was no single means to access information about the many ways DoorDash was impacting local economies. Big was asked to help DoorDash digitally tell this story.

The issue? That’s a lot of data to comb through. A lot, lot. So how do you communicate all of this data, program information and testimonials without losing the user? You create a site that allows visitors to immediately self-select the most meaningful information to them. So any user, from local restaurants to policy advocates to interested citizens, can quickly see how DoorDash is impacting the individuals, businesses, and economies in their own backyard.

In addition to a trove of sortable and visualized data in both interactive maps and dynamic infographics, the site features video testimonials of local restaurants that have benefited from their partnership with DoorDash. The site is also filled with clear calls-to-action to stay informed and expand the reach of DoorDash’s continued industry leadership in corporate citizenship.

Many companies sell motor oil. But only one brand truly defines it. And Valvoline has been defining the category since 1866. Fact: Valvoline was America’s first motor oil brand. Like, ever. And that status, as the originator of a whole category, means Valvoline isn’t merely another motor oil. It’s an American icon.

But being an original isn’t just about being first. It’s about being true. Blazing a trail where others see an obstacle. It’s fearing nothing, and yet having the courage to do something that has never been done. Then doing it over and over and over. That’s what we had to remind consumers, DIYers, race fans, brand collaborators, and anyone who was paying attention. Being original is what matters. And that’s just as much true now as it was 150 years ago.