Problem: Newfoundlanders are choosing online shopping which is threatening the recovery of local businesses and the way of life in St.John's city.

Insight: Newfoundlanders have an unmatched pride in place and a passion to protect, preserve, and promote their way of life.

Idea: Make Newfoundlanders realize their power as consumers by giving them a chance to be heroes who save local businesses.

Executions: Stunt, wild hoardings, point-of-purchase, social media & microsite