Avis wanted to bring back their iconic ‘We try harder’ strapline famous from the 1960’s with new meaning for 2014 and see Avis ‘Unlock the World’. Communicating their message that Avis isn’t just about hiring cars, but giving customers the freedom to unlock unforgettable experiences too. They wanted to inspire anyone with a love of travel and driving to go out there and see the world. One of the main points that Kieran Knight, Creative at VCCP mentioned to me was that he wanted the images to be epic and have an Ansel Adams feel, so no pressure there! These images are from a road trip we went on around Chile. We drove 2,400 Kilometres, 104 of them off road, in 7 days. The images went on to wrap the BFI IMAX and cover national newspapers here in the UK, as well as Metro wraps in Paris.
