As part of the 2020 marketing plan (pre-pandemic) Park Place wanted to promote their Volvo dealership and, specifically, the all new XC90 SUV. We contracted a high profile, heavily-trafficed billboard on the Dallas North Tollway, southbound, at Forest Lane, to generate awareness.
As agency folk know, OOH can be an extremely difficult medium to deliver interesting, strategic creative in 7 words or less. And, for this assignment, we were limited to using manufacturer-provided photography. However, rather than being fenced in by the mandatories, the creative team rose to the challenge of concepting differentiating work.
The creative was in the air in January of 2020 and the ad was also repurposed for other applications. But it was this billboard that was honored with a Silver Graphis Award.
Principal/Creative Director: David Wilgus, Launch Agency
Principal/Account Director: Michael Boone, Launch Agency
Associate Creative Director: Alex Slotkin, Launch Agency
Associate Creative Director: Richard Wezensky, Launch Agency
Digital Production: Brittany Frazier, Launch Agency
Account Executive: Zach Deutsch Launch Agency
Project Manager: Alexa Perez, Launch Agency
Marketing Director: Anam Ali Hashambhai, Park Place Dealerships
Printer: XL Digital Imaging