The challenge
Pioneer needed to differentiate themselves from national competitors by highlighting their superior customers service and the fact that they actually live in Garden City, Kansas—a claim no competitor could make. The idea needed to work just as well in Spanish as English and contain copy in both languages on many tactics.

The solution
Portray the company as a friendly neighbor in a way that is visual-led to avoid relying on copy that may not translate well to Spanish. For this project, I conceptualized the idea for the campaign, executed the design and wrote the copy.