Principle Auto is an automotive group that places emphasis on hiring and training the best employees in the industry. They came to us asking for an internal and external campaign that highlights their staff, culture, and unparalleled service—the vehicles are important, but needed to be secondary.

As I was thinking about ways to approach this, I realized that car lovers tend to describe their vehicle with human personality traits: reliable, dynamic, progressive. Many of these descriptors apply to Principle Auto employees and their values. We subverted audience expectations by making the copy about the kind of service you can come to expect from Principle Auto.

We did not to show this concept to the client, as we ultimately decided it was too far removed from their current brand. But we were proud of the unique visuals and the way this campaign cut through traditional car ads.