Balancing the conversation

Everyone is always talking about how bad salt is for you. Turns out, there’s a lot of good things about salt, too.

To help promote the virtues of salt for The Salt Institute, a consortium of the eight largest salt companies in North America, we created a campaign for salt made out of salt.

Starting with designing a corporate identity inspired by the top of a salt shaker, we helped spread the news with print ads, online video, a new website and even die-cut business cards and letterhead.

The campaign won in both the Design and Advertising annuals for Communication Arts, and the video short-listed at AICP.