BACKGROUND
This project was for a client in the B2B content and copywriting space. The goal was to build awareness among marketing leads and content managers who were experiencing the problem the brand solves but didn't yet know the brand existed.
I wrote a display ad that leads with the pain point rather than the solution and wrote it to feel like content rather than advertising, because the brand's whole identity is built on being the antidote to generic B2B copy and the ad itself needed to demonstrate that. The creative direction was designed around contrast rather than imagery to make the strategic point visible at a glance. The result was an awareness ad that does what the best display ads do: earns attention before asking for anything.
