Brands should be local. And when a brand is local, it can even be hyperlocal.

Like in this example:

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We're running a test on Staten Island for our client The Jewish Board, a 150-year-old mental health organization you'll find in the national top of mental health services.

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So we took a risk last week. We refreshed our ads in the ferry terminals to be about Chuck, hoping that he would see his shadow. Six more weeks of winter does add to the winter blues, which in return might call for mental health services.

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Is it hyperlocal? Completely. Most people outside Staten Island have no idea who Chuck is. But that’s the point. When a brand truly shows up where people live, not just geographically but culturally, it hits different.

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