The brief for 3M Car Care came with an added expectation of nudging people to buy their products. To do so, we described the technical aspects without dumbing it down or adding excessive information.
From a copy standpoint, we had to draw analogies to car driving, mention the benefit clearly, and research what others in the same industry were doing. As for design, we not only had to depict the working of cars in some instances, we also had to adhere to the elaborate style guidelines of 3M.
Aimed at motivating 3M Car Care dealers to meet their target, we created communication material with minimal copy and visuals related to automobiles and movement. By employing motivational visuals and celebrating the contributions of dealers, our creatives cut through the clutter of the usual serious sales communication and engaged with the target audience.