A new campaign to promote The Optical Society's membership program. Our initial brief from the client was to come up with a new campaign tagline and simply highlight the various benefits of the memberships to attract new members.

However, we felt that this is not enough. 

During our research, we realize that not all members of OSA are scientists or students studying optics. Members also include writers, business owners, publishers, basically anyone who is interested in optics. The membership is also global: 100 countries are represented. So we proposed a campaign strategy that highlights and promotes this diversity. We decided to use the members' voices to tell the OSA story to make the campaign more relatable and to reach out to a broader audience. 

Working with a copywriter, and after going through the various benefits and statistics that the organization has, we came up with the idea of a countdown of statistics to "the one membership". Hence the tagline: One Membership. Infinite Possibilities.