Deadly Billboarding

In trying to captivate the core audience of a particular product, just about anything is fair game. Including deadly sins! The main consumer of the Mazda RX-8 is the 18-35 male. And what stimulates a man in that age range? Only their most common sins in that life stage. Lust, pride & envy.

perhaps I could have made it through the whole seven

If there were four more decent shots of the RX-8 in different colours, perhaps I could have made it through the whole seven, but I’m sure three was enough for most people to understand what I was implying. Of course, the objective was only three billboard designs anyways.

I did have a good tagline before I came up with the deadly sins bit. But it lacked continuity for the rest of the campaign, which involved a direct mail brochure and a full line catalogue. The tagline was: “Made you look.” About six months later, I saw that very tagline on a Volvo billboard on the way to work. I guess it was better than I thought.