For one year, I had the opportunity to work at a 40-person shop in Austin, Texas called "Sherry Matthews." They exist for one reason: To give a voice to the causes that need them most. I found every assignment to be endlessly rewarding.
Motorcycles can be hard to see. And for drivers who aren't paying close attention, motorcycles might as well be invisible. We came up with lots of ideas but kept coming back to this notion of "being invisible," because it resonated with cyclists and motorists.
Trying to convince drivers in Texas to give up their cars and take a commuter train is a tall order. To get them to consider MetroRail, we needed to give them a reason. Or better yet, several reasons. So we showed them what they could do on the train that they couldn't do in their car. The red-dot MetroRail map inspired the look.
We wanted to rally support for a smoke-free Austin, and we did it by communicating an irrefutable fact: Second-hand smoke contains 7,000 chemicals. And that's harmful, whether it's inside or out. (You'll also note that we did this commercial without showing anybody smoking, which scored brownie points with the client.)
Diabetes is devastating the Hispanic community. And that's especially sad because Diabetes is the most preventable disease - exercise and diet. We wanted Hispanics to get tested for Type 2 Diabetes, and to get them to come in; we needed to get their attention. So we featured an amputee, but we did so in a surprising and respectful way.