Progress pending

Brief:

Build awareness for The Tennessean with a campaign that reflects Nashville’s reality (not what tourists see). The work needed to feel smart, self-aware, and local, proving that The Tennessean doesn’t just report on the city, it gets it.

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Insight:

In a city booming with cranes, condos, and construction, locals have learned to laugh through the chaos. But beneath the jokes lies a deeper craving: real answers about what’s happening and why.

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Idea:

We leaned into that tension with sharp, hyperlocal headlines that struck a nerve — and a conversation. Each ad paired a relatable Nashville pain point with one confident promise: “We got answers.”

From construction zones to social feeds, the campaign met people where their questions live.