Tasked with bringing to life the concept of an ARCO “Straight Up Gas Institute”, I developed a wry voice for a no-frills place of fuel-related financial wisdom . Integrated campaign featured outdoor, print, radio, & digital.

This “Field Test” won gold from the Outdoor Advertising Awards.

(No nickels were harmed in the making of this billboard.)

We adapted the campaign to take advantage of sports sponsorships with contextual factoids …