ProActive Drive is a trust that runs driving courses to help upskill young Kiwi drivers on their restricted licence. It’s such a great initiative, making a big difference on our roads, so we wanted to create an effective brand to build demand for the invaluable courses.
The message being taken to market is serious so we lightened the look of the brand with fun illustrations, making it contemporary and taking away any feeling of “finger wagging”.
The resulting brand appeals to the target audience of young drivers, as well as being engaging for their parents.
The mix of illustration and 'real life' photography creates great disruptive cut-through on social channels, where we KNOW we'll find those target audiences.