The Trinity Trust

The Dallas Observer called it "eye candy." Considering the maelstrom of controversy surrounding the Margaret Hunt Hill Bridge, we'll gleefully take a dry comment from one of the project's biggest opponents as a compliment.

With the "Suspense is Building" campaign, HCK2 addressed proponents without being self-congratulatory, and spoke to critics without taking an insistent tone. There's a bridge on the way, plain and simple—a major landmark to anticipate for a bevy of reasons.

HCK2 used a snippet of the unique architecture of the bridge itself to tease interest. On billboards, buses, smart signs, magazine ads—and even a nighttime projection onto the side of a building downtown—the arch of the Margaret Hunt Hill Bridge glowed against a simple, bright color palette next to an unassuming message and an invitation to DiscoverTheTrinity.org.