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FRustration
Category:
Art Direction, Design, Advertising
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Challenge:
In order to reach mass-market consumers, AutoZone needed to change gears, and shift away from its image as a store for serious mechanics only. My team at Havas was charged with shifting the brand’s image from home of the cash-strapped mechanic to an oasis for all drivers in need.
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Solution:
Frustration swapped out industry-standard machismo for unexpected empathy. The message sent was clear… the same store professional mechanics turn to is there for anyone who needs help with their car. From cables to expert advice, tools and free diagnostics, you’re never alone.
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Concept sketches
