Our client received positive focus group feedback on the plus symbol, however there were challenges with its connection to health care and religious symbolism. We were tasked with creating a campaign for the plus symbol that separated itself from consumer's preconceptions.
My approach was to create the plus shape from objects that would appeal to consumer's interests. This led to a rail card campaign in Chicago and Philadelphia with multiple executions, including: baseball bats, golf clubs, gardening tools and skis.
This campaign was submitted to the Summit International Awards and was awarded a Silver Award in two categories: Financial and Outdoor Advertising.
Skills utilized: Concept, Design, Art Direction