Jobs Ohio
”The Last Straw”
The Challenge: Highlight Ohio’s high quality of life in a National March Madness Campaign.
The Solution: A witty campaign called “The Last Straw”, built off the insight that coastal city professionals are reaching their breaking point and leaving the hustle behind.
The Impact: A wide reaching launch during the NBA Championships that spread the message that Life is Better in Ohio.
Madwell's team embraced a challenge from Jobs Ohio by creating the "N’Ope" series, showcasing Ohio’s quality of life through a support group format. Filmed in Cincinnati with director Amanda Speva and a talented cast, the series explored the experiences of new Ohio residents and their reasons for relocating.
As a designer on this project, I helped concept scripts, adding characters backstory and Ohio themed easter eggs whenever possible. I worked on the design system for the campaign assets, maintaining our brand colors while leaning into custom photography and a gridded layout. Using our photo and video content from the day, I extended our campaign system across the funnel of our integrated media campaign, building the social and digital OOH assets seen below.
The integrated campaign included social media, digital and print ads, emails, podcasts, and digital OOH trucks, emphasizing Ohio’s benefits like lower traffic. This creative approach effectively highlighted Ohio’s appeal in a compelling and comprehensive campaign.
Using snarky copy lines, we spoke to location specific “last straws” like the traffic in LA, or the rising rent prices in NYC.
As a result, we cast a warm light on Ohio and captured the benefits of a change of pace.
Creative Collaborators: Laura Wasson - Group Creative Director, Elinor Beltrone - Creative Director, Rachel Matts - Design Director, Laura Munoz - Senior Copywriter, Javier Ortiz - Senior Copywriter, Emma Wood - Senior Designer, Matt Reuter - Senior Designer, Elena Anunciado - Designer