07.12.16
Cleveland Agency, TWIST, builds an open source system of visuals and content to welcome RNC visitors and leverages partnerships to promote the personality and pride of Clevelanders.
Cleveland, Ohio (July 8, 2016) – TWIST Creative, a full-service advertising agency located in Cleveland, seeks to commemorate and celebrate the historic significance of the 2016 RNC by creating a nonpartisan system of visual elements and messaging that can be applied by media in support of editorial and by local businesses and individuals as a part of their social media personas.
The work leverages two approaches one that celebrates the event with modern, graphic, public art approach and a second that leverages a political cartoon style that personifies RNC delegates and visitors as strangers in a strange land experiencing the subtleties of Cleveland for the first time.
“The RNC puts our city on global display. TWIST imagined a campaign to dress the city in a way that celebrates our historic opportunity to host our political process and shows pride in a way that is nonpartisan and pro Cleveland. Our partner LAMAR brought the campaign to life on 30 billboards in and around Cleveland” said Michael Ozan, CEO and Chief Creative Officer. “The RNC is about Cleveland and its rise. It’s inspiring for us so we created the campaign in order to dress the city in a welcoming, youthful and fresh spirit that reflects our city’s world view,” he added.
Meet Sherman, a typical RNC delegate out of towner – A stranger in a strange land. Sherman is discovering Cleveland just as many of the RNC visitors will do. He finds himself pondering the iconic Free Stamp, bellying up to enjoy our one of a kind brewery culture and trying his hand at LeBron’s iconic chalk cloud.
TWIST has partnered with The Cleveland Jewish News, Cool Cleveland and regional out-of-home advertiser, Lamar Advertising Company, which will feature the campaign on 30 of its billboards throughout Cleveland, beginning on July 18. TWIST is currently seeking additional media partners partners interested in leveraging the agency’s campaign.
In addition to the billboards, TWIST will make assets available for use by any and all in social media. Agency thought-leaders, including Ozan, are writing blog posts that will observe and explore the RNC and its impact on the Cleveland brand.
Ozan will lead with a post entitled “Winning is a Habit” scheduled for the week prior to the convention.
About TWIST
TWIST is a full-service advertising agency located in Cleveland, Ohio. We specialize in the alignment of paid, owned and earned opportunities to build effective brand ecosystems. Our approach is holistic; we discover opportunities, articulate positioning and build brand expressions that change conversations, advance causes and build fortunes. TWIST’s work has earned more than 250 awards by local, national and international organizations.