In the 1960s and '70s, it was a Bohemian mecca. In the '80s, it morphed into a clutch of trendy boutiques, and in the '90s it simply got eclipsed by the flash of South Beach. Our campaign aimed to get one of Miami's Coconut Grove district its groove back by featuring it as a hip, leafy nook, to well, just be yourself. Leave all pretentions on SOBE, please. We (at TS&P) decided the Grove is a place you can come and relax. A theme that hearkens back to it's art colony hippie years, when the area carried a quaint live-and-let-live village personality. Hence our tagline 'Get Laid Back.'We chose long-time Grove resident and photographer Bill Sumner to do some portraiture of a few of the Grove's more interesting characters. We also did some atmospheric shots of the tree-lined streets and old wooden docks.
As for Greater Miami CV&B's $450,000 media budget, it was allocated to print ads, bus shelters and various guerilla executions. Our notorious 'Get Laid Back' campaign was also featured in a front page news story in The Miami Herald's business section.
