We created a campaign that encouraged parents to turn their worry into action when choosing the safest car seat for their child. Because worry leads to research. And research leads to Britax.
Through research, we found that if a parent spends 4+ hours researching car seats, they almost always choose Britax. So our target...was the worrier mom. The vigilant mom. And instead of shaming these moms for worrying too much, we set out to prove that worry is actually good. When it comes to the safety of your child, we want you to OVERPROTECT.
PROPOSED BOX REDESIGNS
Car Seat aisles are stacked to the brim with boxes from every brand. But, every box looks the same: cluttered with too much copy and bland photography. So, we decided to use our box as a billboard for Britax's brand of Overprotect.
PROPOSED HEADQUARTER UPDATES
The folks who work in the Britax factory are amazing -- from the engineers to the assembly line. They already live and breathe Britax, so wanted to get them excited about their new brand with some interior renovations.
CLICKTIGHT ONLINE VIDEO
Before launching the Overprotect campaign, Britax tasked us with developing a low-budget, instructional video for the ClickTight™ Car Seat model. We decided to combine the instructional with the emotional for a uniquely impactful installation video.
role: art director
copywriter: Courtney Hoenicke