Billboard

Task: Create a recruitment ad campaign to attract truck drivers. Target Audience: Primarily men, working or interested in the trucking industry. Initial Client Request: The clients initially wanted a straightforward design featuring: - A truck - The company logo - Two phone numbers - A website - An email address - Slogan: "We're Hiring Truck Drivers" However, I felt that this traditional approach would be too generic and easy to ignore. And suggest more Creative Idea: Campaign Title: "Truck Drivers Wanted" A bold, humorous twist with a playful double meaning :) Visual Concept: A partial image of a woman’s face licking a lollipop, placed alongside the tagline. This unconventional, cheeky approach stood out from typical recruitment ads in the trucking industry. The image carried a tongue-in-cheek, slightly provocative tone that sparked attention and curiosity. I ran a casting, did a professional photoshoot, and created an image that turned heads at 80 mph. Result: The campaign caught drivers' attention — they noticed the ads, called the company directly, and specifically asked to work there, saying the ad made a strong impression :)

From the original award submission.