BRANDING, BROADCAST, COLLATERAL, DIGITAL, PRINT, OUTDOOR
Introduced in 1999, SunPass is Florida’s Prepaid Toll Program. After being named agency of record for Florida’s Turnpike Enterprise/Sunpass, our multi-pronged rebranding efforts initially included packaging, out-of-home media and collateral materials. In July of 2021, as many Florida toll roads converted to all-electronic, no-cash tolling, we were tasked with helping launch SunPass PRO, a new and more convenient tolling device. SunPass PRO allows nonstop travel on toll roads in 18 states, so drivers can pay tolls automatically from Florida to Maine and west to Illinois with one account. To help unveil the first new SunPass product since 2008, we produced :30 spots featuring bright, colorful graphics for both digital and broadcast use. Our creation of a full library of original illustrations helped integrate the branding impact of the overall campaign, including television, digital video, digital banners, out-of-home media, streaming audio and customer emails, not to mention Florida Welcome Center elements.