The Situation: A local shopping center needs to focus the community on their unique blend of services, shops and restaurants without offering specific discount incentives.The Solution: An ad campaign that focuses on the uniqueness and convenience that the center offers local residents. Demographic studies define the community residents as primarily in the "sandwich" generation; 34-55, with school age children and aging parents. Most families are college educated, professionally employed and both parents work. Due to location, the most valuable thing the center offers the target demographic is "time." The following ads reflect how shopping at Castro Village Shopping Center can engage with them to meet their needs -- and positively affect their lives.