FAIRFAX COUNTY
ORDER-X / Love Share
Looking to move foot traffic into stores, our friends at Visit Fairfax were looking for a discount program to move some feet. After a healthy discussion surrounding the benefits of Fairfax County (for residents and visitors), we realized that this was far more than a "discount" program. It was an opportunity to drive traffic and build upon the historical lore that serves as the foundation for Fairfax County visitation, and in so doing, create a feeling of exclusivity and intrigue with the fun of gamified "missions" and some killer deals all along the way. Until, that is, a wicked curveball was thrown our way.
ROLE: CD - CW
Enter the curveball ...
Well into ORDER-X production, we were informed that certain marquis participants (local businesses) felt the direction was simply "too dark." Which it was. By design. Nonetheless, that direction died. It happens. What doesn't happen on my watch is giving up as a result. There's no settling for less. Just going back to the drawing board and bring an equally (if not more) impressive concept to the table. That's exactly what we did. Turning on a dime, we conceived of and created the first county-wide CSR program: The Fairfax LoveShare. A discount program where consumer savings turned into monetary donations supporting Cornerstones, a local nonprofit organization that promotes self-sufficiency by providing support and advocacy for those in need.
