Virginia Department of Taxation

It’s Hip to Be Square

By creating an “outbreak” of people with giant, square smiley face heads, we helped the Virginia Department of Taxation collect $103 million in back taxes – more than doubling their expectations.

… And we did it all right in the middle of the worst recession in 75 years to boot!

The Challenge: Convince people who owe back taxes to pay up

The Message: If you get square on your tax debts, you’re going to feel pretty darn amazing

The Campaign: TV, radio, print, online, outdoor