Inspired by an abandoned advertising idea from years earlier, I originated the “Skip Church This Easter” concept and headline, seeing an opportunity in the rare overlap of Easter and April Fool’s Day to create a bold, humor‑forward outreach moment. I collaborated on the broader creative development, designed the billboard artwork, and built the SkipEaster.com experience that anchored the campaign. We also ran a matching digital ad campaign.
The billboards — two digital and one static — generated substantial earned media, including coverage in the Detroit Free Press, major secular talk radio, and local ABC and CBS affiliates. Web engagement surged, contributing to a 400% increase in site traffic in under a month (from roughly 5,000 to 25,000 visits). Easter in‑person attendance also rose meaningfully year‑over‑year, increasing by 12.5% compared to the prior year. I contributed to creative development and executed the visual and digital components, while our marketing director managed outdoor placement and media coordination.