To market our License to Learn program, we created an ad series around the slogan 'Turn any car into a sports car.' We started with a photo of an Auburn tag and brought into Photoshop to manipulate it. Perspective was applied to the plate to indicate 3D space. Wheels were added with a motion blur on top, smoke coming off the tires, and screech marks at the back to indicate the speed of a sports car. The background reinforces a three dimensional space and provides a clean backdrop for the message, while the use of orange plays to the loud, vibrant message of the campaign.
From the Judges
Auburn University created a show-stopping direct mail piece which contributed to an annual increase in license plate sales. It was a fresh way to re-imagine the license plate program and tapped into proud, fun emotions.
