BUREAU OF AUTOMOTIVE REPAIR

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PROD CO: Iron Mt. Films

CREATIVE DIRECTOR: Shad Selby

ART DIRECTOR: Shad Selby/Chris Woloshansky/Lynn Malmberg

WRITER: Shad Selby/Aaron Cheesman

DIRECTOR: Shad Selby

EDITOR: Rich Malmberg

DP: Mike Malmberg

PRODUCER: Shad Selby

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CHALLENGE

 

The request for proposal asked for a creative strategic marketing plan that would target California multi-ethnic drivers and deliver messages for three existing BAR programs all done in several languages statewide with a budget of $4.0 Million. I refer to them as: Auto Repair Smog Check:

California Breathin’

 

CREATIVE SOLUTION

 

90% of vehicles that are unhealthy polluters do not give off a “visible” emission. We felt it was important to creatively represent pollution emitting from the vehicles and polluting the air. The black balloon was a great visual metaphor to represent pollution. The concept was to visually arrest the consumer with powerful imagery using billboards, bus shelters, print ads, online ads and deliver a quick message about “healthy driving” and then drive them to the website “DriveHealthy.com”. These ads were supported by radio, TV, PR, collateral, and community events that rounded out a statewide, fully integrated campaign.