Virginia Department of Taxation (VATAX) needed advertising, public relations, outreach, website development and marketing services to persuade delinquent individual and corporate taxpayers to come forward and pay their back taxes during a 60-day amnesty period established by the Virginia General Assembly. The comprehensive marketing, public relations and advertising campaign that came in a few hundred thousand dollars under the $1.5 million budget and yet helped the Department of Taxation collect over $103 million for Virginia state coffers – more than doubling the goal of collecting $48 million. With just a $1 million media spend, this was a $103 million return on investment. My role was I helped come up with the square head idea. I was thinking about smiley faces and it came to us if we made it square it just gave us a fun connective tissue to run through the whole campaign. I helped flush the rest of the pieces out with my copywriter as a team.