Drive Clean Texas

Trying to convince Texans that there is an air quality issue in the Lone Star State is a tall order. Folks look up and see sunshine and blue sky and wonder what the problem is. We leveraged the pride that almost everyone in Texas has for their state with a campaign line that challenges them to immerse themselves in the culture—and to care about the quality of the air they breathe. Then we came up with a universal truth—everyone loves to put their hand out the window and palm the air as they speed along an open stretch of road—we’ve all done it. Once we had the big idea sold in to the client a team of talented designers, art directors, and writers went to work.