Description:

The ads. Here is a bus campaign that I designed for SMCU in September of 2009. The third execution and matching outdoor wallscape were done by the brilliant Ron Hansen of HansenBelyea (formerly Belyea).

The second board in the series

The third in the series, designed by Belyea, inspired by rock climbing ropes

An early sketch for the third execution. Ron's is better.

The concept. This campaign followed the very striking but sparse “Intentionally Left Bank” campaign. We kept the pleasing bold font, the clean minimalism, and the subtle name cloud that represents the cumulative potential of the members. This concept introduced more bright, fun colors and a new three-part message that was meant to both explain and intrigue. It’s almost a haiku:

come together.
share a resource.
bank cooperatively.

This simple co-op manifesto (mantra?) was the lead-up to a large, multimedia, sweepstakes/web-and-PR-event called Operation Cooperation. OpCo-op, as we called it, was a celebration of local non-profits and the Spirit of Cooperation; a colorful, living metaphor for the credit union business model; and a demonstration of SMCU as “the co-op’s financial co-op.”

The scandal! In February of 2010, some bus ads for AAA started appearing all over town. Please note the powerful use of negative space and the Rockwell font. No shame in their game.

Here is their ad, unflatteringly captured by my phone

Coincidence?

So what do you think?