The Big Kahuna | Gurley Leep Ford

This client wanted a summer-themed campaign that wasn't tired and formulaic (“Please no HOT SAVINGS events” was on the brief) and was also a tad weird so it would stick with listeners. I came up with the character/sales event The Big Kahuna, featuring a chance to win a trip to Hawaii with every test drive.

Confession: The Big Kahuna was inspired by latchkey kid summers spent watching MTV's Beach House, of which my favorite part was the MTV Beach House Tiki God.