The Brief
Department of Transportation has an objective to reduce morning/noon traffic caused by parents’ cars dropping off/picking on their kids to and from schools. The marketing objective from launching the campaign is to highlight school buses, with all the new enhancements in the system they did, as the “best” way of transportation to/from School. They want to increase parents’ faith in the school bus system. As well, they are looking for a campaign that is easy to be understood and remembered by both parents and kids.
The Problem
The brief comes with a lot of information that the marketing team at Department of Transportation wants to communicate. They crafted new regulations and did many enhancements on the system that they believe will convince parents to switch to school bus. A lot of information cannot be communicated in a mass advertising campaign.
The solution/ The concept
- First we grouped all different enhancements and new regulations into three groups, which summarizes the key benefits of the system: Safety, convenience and excellence.
- To make ‘Top Of Mind awareness’ about the school bus, we used it as the main element in the visual, bending it each time to form an icon that conveys one of the three main messages.
- Using isometric art direction helped to make it memorable and easy to interpret.
