Opportunity.

Newport Beach is known for being a safe city. So much so that their residents didn't feel the need to hide valuables & lock their doors. This led to a 96% of crimes being preventable crimes. The City spent millions in police investigations trying to solve these crimes.

Solutions.

With the knowledge of the culture of high fashion in the city, the team and I used male models to pose as criminals holding high-end merchandise. The play on high fashion ads was known as The Stolen Collection. The campaign helped drop crime down 27% in the season of the highest crime rates in the past years. 

As we created the media plan, we chose places such as Fashion island & movie theaters based on it being the holiday season; knowing people would be shopping and spending family time at the movies.