Our first outdoor campaign debuted this Spring on I-26, 17A, US 176, and Ladson Rd in Summerville. The billboards are for the new development, Cane Bay, and are aimed at getting people to tour the neighborhoods and visit the website. We wanted to let people know that by living in Cane Bay you will avoid the long drives associated with running errands and taking your kids to school. The general message is that by living in Cane Bay you turn car time into family time. The billboards convey this message by referencing a playful dictionary concept and read:
being there: a 5-minute trip to your kid’s baseball games.
convenience: a 5-minute trip to pick up your kids from school.
We also wanted to highlight the new Elementary School coming soon. We created the copy there as well which reads:
Fall 2009 welcomes recess. Cane Bay Elementary.
Sorry about the photos, we’ve yet had time to drive out there ourselves!
