As part of a broader local brand awareness initiative for Versatile, I developed and executed a billboard advertising campaign in collaboration with a nearby dealership. My responsibilities included art direction, concept development, brand identity, content creation, media buying and placement (print), and budget management.
The campaign’s objective was to leverage high-traffic billboard space along a nearby highway to introduce and reinforce the Versatile brand to passing motorists primarily new customers unfamiliar with the dealership. Messaging focused on Versatile’s core value proposition: a rugged, reliable, and efficient workhorse built for the realities of farming. Creative direction emphasized a gritty, hardworking aesthetic that resonated with the rural agricultural audience, reinforcing brand authenticity and approachability.
The visuals highlighted that local Versatile dealerships understood the specific needs of local farmers, building trust and driving interest. While there was no direct call-to-action, foot traffic and anecdotal feedback from dealership staff provided key insights into the campaign's reach and effectiveness.
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