Friendly Sasquatch finds his new permanent home…
The City of South Milwaukee first reached out to Savage in 2016 to revamp their brand identity and signage at the city entry points. When they contacted us again to develop an awareness campaign, we were excited to continue our collaboration. South Milwaukee required a campaign strategy that was innovative, eye-catching, and grand in scale. We at Savage rolled up our sleeves and engaged in extensive brainstorming and teamwork. Along the way, we introduced Sam: a friendly Sasquatch who discovered South Milwaukee and decided to make it his home after being charmed by its awesomeness. We presented city officials with various campaign concepts, ranging from traditional to innovative. When they opted for the riskiest yet most promising idea, we were thrilled, eager, and ready to bring South Milwaukee Sam to life. To ensure the campaign's success, two key aspects were crucial: a solid strategic plan and a gradual rollout. First, we established guidelines for Sam, defining his character, backstory, appearance, and even his favorite color (South Milwaukee red, naturally). We aimed to create a personality that resonated with the city's identity. Sam is depicted as a humble, diligent worker who seamlessly integrates into the community—far from being a gimmicky character, he embodies the spirit of a true South Milwaukeean. Every detail—from the texture of his fur to the tone of his voice—was carefully crafted to resonate with our audience. Before Sam made his public debut, we launched an interactive website detailing his backstory, allowing visitors to track his appearances and showcasing his love for South Milwaukee. Additionally, we developed a robust social media presence for him, featuring high-quality videos that highlighted the city's unique features, hidden gems, and delightful local businesses. Savage is continually brainstorming what Sam's next adventures might be.