The assignment from Legal Sea Foods was to create awareness of the company's brand in a way that also let people know about the fresh fish available at all of their locations. And as always, the client wanted us to do so in a way that would generate plenty of talk value in order to maximize their advertising budget.

You know the old adage "Fish is brain food?" It's true. Research has shown that eating fish has long-term benefits in terms of memory and other cognitive skills. So naturally, we thought it would be a great vehicle for a new campaign. We found pictures (and videos, for the TV and online portion of the campaign) of people who obviously could have used a little brain food, then set up fresh fish from Legal Sea Foods as the solution.

Results? The client was thrilled with our approach. As a privately held company, they do not share sales data, but they were very happy with the results of the advertising and the accompanying Instagram and Facebook promotional campaigns.