wwe

dollar general

canva

coke zero sugar

bar s

netflix

A Dollar General store at night with brightly lit yellow sign, showing outdoor display racks of clothing, snacks, and a plastic chair near the entrance.

small town stories from dollar general.

THE PROBLEM: since most dollar general stores are located in small towns, the brand is incorrectly viewed as low value.

THE SOLUTION: america’s general store: show off the value of dollar general products by proudly meeting all of small town america’s needs.

A large billboard featuring a man sitting shirtless on a porch with a town street in the background, alongside text promoting Dollar General and its products, including ice, sweet tea, and pitchers.
A billboard advertisement for Dollar General featuring a street view with children riding bikes, a few trucks, and a distant hill. The billboard includes a poetic text about children and a quote about Dollar General, emphasizing America's general store, mounted on a brick wall.
A billboard featuring a sunset over a residential street with houses, power lines, and a parked car, displaying a poem and the Dollar General logo.
A woman dressed in patriotic red, white, and blue clothing, wearing a large red hat and an American flag bandana, smiling while looking to the side. Overlaid text contains a humorous poem about a granny and cayenne pepper, with the Dollar General logo in the bottom right corner.
Open magazine showing a man sitting shirtless on a porch with urban buildings in the background, and article text about tea and pitchers.
A sidewalk advertisement poster for Dollar General featuring an elderly woman dressed in red with an American flag bandana, wearing a red cowboy hat, next to a bus stop with a metal bench and shelter, with trees and pedestrians in the background.

art director: chen li

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