We create fans

Milwaukee is home to a rich and vibrant creative community, but a few years ago you would never have guessed it by listening to our local radio stations. Milwaukeeans’ radio dials were smothered in classic rock, top 40 and hip-hop. The airwaves were an endless feedback loop of one-dimensional sounds that didn’t reflect the varied neighborhoods and people of the city. Sure, there were instances of great college radio, but their appeal was limited. Then, a few years ago, 88Nine Radio Milwaukee entered the market.

88Nine Radio Milwaukee recognized that the city needed a station that played music as diverse as the city itself with a format that mirrored some of the best eclectic stations across the country. The new station delivered, and then took the concept further. Programming celebrated the Milwaukee community by highlighting some of the great things happening in every corner of town. Understandably, many of us at Jigsaw became huge fans. Some at Jigsaw even became actively involved with the station by volunteering time and donating money.

When it came time for 88Nine Radio Milwaukee to do a brand campaign, we were, in many ways, the perfect fit. Using outdoor billboards, bus shelters and a theater spot, we helped people discover the station that discovers new music.

Seeing the campaign now, it reminds us all that sometimes you create simply because you love.