On the two full page advertisements shown here, I was given creative freedom to come up with the concept, messaging, and imagery. The only direction given was to create a general ad promoting the VMI brand. I came up with the tagline “making the world accessible” which has been used on many marketing materials since.
The image-based ad features a couple enjoying beautiful scenery with a vehicle in the background. The emphasis is on the people over the product, representing VMI’s care for the lives of their customers. The product is secondary – what VMI provides is independence and freedom first.
The second ad features a custom designed word search in the shape of a VMI van. The idea behind this concept is that it will make users focus on certain words that are key differentiators of VMI’s products while also providing a fun activity. All words in the word search are benefits provided by VMI vehicles. I took this concept a step further and created a landing page that houses the results of the word search and allows people to download a new copy of the ad if they want.
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