Brighter Day is a Natural Food Store in Savannah, Georgia. This campaign builds upon their existing identity of the rising sun to present their organic produce as super-heros arriving to save the day. Exemplifying the hero archetype, Brighter Day is the only retailer of its kind in town and are depended upon for the health of the city. The threat of a Whole Foods arrival inspired a last minute switch to the Sage archetype, with the selling point of owner, Peter Brodhead's holistic remedy knowledge. However, Whole Foods never arrived in Savannah and Brighter Day retained the super-hero image.

This campaign sets beautifully photographed produce over an authentic Savannah sky. Two magazine ads are complimented by postcards, newspaper pieces, collateral designed as trading cards for our heros, and finally, billboard directing the audience to Brighter Day's location, just two blocks away.