The 2018 holiday season was a little brighter for some taxpayers. The New Jersey Division of Taxation announced the launch of the Tax Amnesty program. The program is intended to provide individuals and businesses with the opportunity to pay back taxes or file past returns with no penalties and reduced interest. The campaign needed to stand out amongst holiday season marketing as well as turn a negative message into a positive one. Introducing the program as a gift with an impactful visual and smart headlines, we exceeded the client's expectations for state revenue and turned an uncomfortable message into a welcomed gift.