If you want to connect with young drivers, put young drivers in the driver’s seat and get them to steer the campaign in the right direction. Instead of starting with a brief, kick off with a collaboration. BCM’s Sal Borzillo gives us the run down on BCM’s COLAB project with Department of Transport and Main Roads (Queensland) for Settle Down Stallion in today’s #TwoCents blog: https://bcm.com.au/twocents/is-this-a-rev-up/
Getting real people to write the ads? Is that crazy? BCM and the Department of Transport and Main Roads didn’t think so. They thought it was brilliant.