Sober Advice From Billy The Buck

During my time at French | West | Vaughn, I jumped in on a campaign for NCDOT designed to capture the attention of bar patrons and remind them of the consequences of driving while impaired. To deliver the message, we created a character who has seen his fair share of bad decisions made after drinking: an iconic figure who hangs out above the bar with a passion for guiding people to do the right thing. We collaborated with Remedy in Durham, NC for video production. My role focused on pushing the campaign concept and asset execution. Final deliverables included two 30-second TV spots, window clings, bar coasters, digital display ads, and out-of-home media. The campaign delivered outstanding results, placing in the top 18% of all ads measured by the vendor: twice the industry average and outperforming several Super Bowl ads tested on the same platform. Additionally, over one in three respondents recalled the brand without prompting.