Economy is a strong feature, but also too common in advertising. It’s difficult to be creative in this subject and not lose the hard sell aspect. So, the challenge was to create something new out of this overexposed theme. But still keep the impact and efficiency of an ad that talks about economy.

The insight started over the symbol that is directly related to the economy, a dollar sign. The “S” of the dollar sign is longer than the dash that runs across it. Over that, we see streets and highways. “You travel all over the ‘S’ for the price of the dash”.

In craft, we had to be different from the commonplace sales ad – fake pictures of consumers, etc. That’s why we chose a handcrafted poster, drawn in China Ink. Unlike any posters you’d expect to see in a bus station.

The handcrafted illustration and the idea twist definitely made the poster look like no other in the bus station. In the end, a common media and a common sales offer turned into a different way to talk to the consumer.