For a big car dealership like Leal, a sales event needs to feel like more than just a sale; it needs to feel like a can't-miss cultural moment. This was my proposal to create that exact feeling—a campaign that was bold, eye-catching, and felt truly special.
The core creative idea for the "Incredible Deals" campaign was to visually represent just how rare and valuable these offers were. My solution was to use the aesthetic of gold foil text and numbers—something we associate with premium, once-in-a-lifetime events—and apply it consistently across every single touchpoint. The goal was to create a cohesive and exciting visual language that would be instantly recognizable, whether you saw it in a newspaper, on the back of a bus, or in the showroom itself.
Print & Publications.
In traditional media like newspapers, the gold foil typography was designed to jump off the page. Against the bright, sky-blue background, the 3D gold text gave the ads a depth and shine that would immediately stand out from the flat print around them, making the deals feel vibrant and valuable.
OOH & Showroom.
This is where the concept came to life. For bus ads and showroom window dressings, we'd use the same key visual for consistency. But inside the showroom and even as a guerrilla marketing concept in parking lots, we'd use actual gold foil balloons to display the prices. This was the part I was most excited about—it bridges the gap between the 2D and the physical world, creating a fun, celebratory, and highly Instagrammable atmosphere.
Digital & Merchandise.
The campaign's visual identity translated seamlessly to digital, with a minisite that used the same gold text and dynamic feel. We also scaled the concept down for merchandise like stickers and lanyards. It showed how the core idea was strong enough to work on something as big as a building and as small as a sticker, creating a completely unified experience.
This project was a fantastic exercise in creating a simple, powerful creative device and then stretching it across every imaginable channel. It showed me how a single good idea—in this case, "gold foil deals"—can be the glue that holds a huge, multi-faceted campaign together, making every piece of it feel connected and special.
