We convinced South Australia's motorist assistance association to choose a special build outdoor site to play the critical role in driving new membership before the end of the financial year.
The Royal Automobile Association (RAA) was waiving the $35 joining fee for its three levels of membership for a limited time and took the message direct to the target market - on the road.
Key sites on roads across Adelaide and a special build on Hindley and Morphett Street, comprising a hand-cut extension, steam machine and messaging on an LED display.
My role in the project included donating my own car and to direct studio photography, advanced retouching to create a non-branded car using two originals and produce finished art using supplied copy and said imagery. The campaign had diverse reach including animated online banners, press and print executions and the special build installed at the Hindley Street oOh! Media site.
