When talking to the members of the marketing team, they mentioned the values they share: “Local and Proud" and “caring.” It’s easy to recognize the "East Coast" attitude in what they say, so why not turn that into a messaging campaign that showcases the message and brings out the "caregiver" brand archetype. Show don't tell rings true here. The Wilson's staff serve as centers of community engagement where they help out together, building connections with the local charities in photoshoots.
The interactions are where the messages get reinforced and the brand gets celebrated by asking the question to the audience, what does a hug mean to you? The 2017 Campaign is unmistakably Maritime Authentic.