Overview
Vanarama's New Lease of Life campaign encouraged drivers to see leasing as the easiest way to get behind the wheel of a better car.
Working alongside the wider marketing team, my role was to take the campaign beyond television. Using the photography and creative direction developed by Dark Horses, I designed the supporting creative across CRM, social media, homepage and digital advertising, ensuring every touchpoint felt like part of the same campaign while introducing new ideas that could only exist beyond the advert.
Vegas Baby
Campaign photography was only the beginning. The real challenge was creating a simple creative device that could flex across every touchpoint without losing the campaign's identity.
The solution became the Vegas asset, a bold copy panel inspired by the layered typography of the Las Vegas sign. It allowed headlines, offers and messaging to change while the campaign remained instantly recognisable.
That one idea became the foundation for social, CRM, landing pages, homepage banners, programmatic advertising and motion graphics, creating a flexible system that could grow throughout the campaign rather than a collection of disconnected assets.
Touchpoints
The campaign didn't stop after someone clicked the advert.
Every customer interaction became an opportunity to reinforce the brand, from personalised CRM emails and order confirmations to quote reminders and homepage promotions. I also designed and edited evergreen social content and motion assets that extended the campaign beyond its launch, giving the marketing team a flexible toolkit they could continue using long after the original television activity.
Resuable Solutions
What began as a campaign became a flexible creative toolkit.
From homepage banners and social content to CRM journeys and evergreen marketing, the visual language remained consistent while giving the team the freedom to create new campaign moments as the platform evolved.
