An epic 2,448 mile road trip along America’s most iconic road, Route 66. America has dealt with labels since its birth, so we asked the people who live and work alongside ‘the Mother Road’ to label themselves. From cowboys to poets, from funny to poignant, we documented modern culture to create a new form of self-expression.

We created a fully integrated advertising campaign – TV, Cinema, DM and In-store promotional materials, plus online activity – which included online advertising, a dedicated website where you could experience the journey, plus a Facebook page and a YouTube Channel

To date, the promotion been very successful in attracting new key UK retailers both on and offline: Dixons Store Group (pc world), Argos, John Lewis Partnership, Co-op, Rymans, WHSmith and Ideal World. To give some context, we were looking for just 2 new partners in a world where getting product selection is very difficult. The Back to School promotion has increased unit sales to retailers by 15,844 units in the period since, a YOY increase of some 54%.