Responses by Mike Bokman and Jason Rappaport, creative directors, 180LA
Background: The goal was to create a brand campaign that generated more awareness for the on-demand delivery company Postmates in its biggest market, Los Angeles, and to communicate the Postmates service and way of life.
Reasoning: We needed a simple, clear tagline that not only explained what Postmates does as a company, but also showed that Postmates understands what it’s like to use Postmates in Los Angeles. The “We get it” tagline allowed us to do just that. From telling people what we can deliver to showing them that we understand why they would use us, it felt like a great jumping-off point for insightful work.
Challenges: In order to be insightful to the city of Los Angeles, we generated over 50 bespoke executions that considered the combination of specific media placements, data, and the service Postmates provides. It was a challenge to execute so many unique boards, but a fun one. It’s especially rewarding now that we get to drive around and see our ads plastered all over our own city.
Favorite details: We’re proud that we pulled off a data-driven campaign that doesn’t feel like Big Brother is watching. We were careful that we used the data Postmates provided as fodders for insightful executions, not to give people the creeps.
Anything new: We learned that vegans are sensitive.
Specific demands: The client’s appetite for smart, funny and culturally relevant work, in addition to its openness to risk, made it easier for us.