• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
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Weave / Zigzag / Loop

Award: Wood Pencil

Wood Pencil / Art Direction / Poster Advertising / 2009

Garmin wanted to inform consumers of its most advanced GPS feature yet: Lane Assist. People are aware of GPS systems. And they think they are all the same. Garmin wanted to challenge that perception. We know unfamiliar roads can be as confusing as a maze, however Garmin can easily point the way to road users. After the launch of this campaign, consumers started to ask specifically for the Lane Assist GPS model. Sales shot up by more than 13 per cent within five months.

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