Club Car electric golf car print campaign
Story: Electric golf cars were quiet and fuel-efficient, but they had a bad reputation for not being able to climb hills. So when Club Car launched a 48-volt electric golf car with unprecedented power, they asked for a B2B print campaign as disruptive as their new car.
At the time, consumer and trade golf magazines were cover to cover full color imagery. Green was everywhere. To create a visual power that mirrored that of the new electric car, we leveraged the brand colors of black and gold, shot moody, black and white images of the car and integrated bold iconography.
The campaign scored 76% readership, sales increased 14%, and Club Car climbed to a dominant 80% share of the electric golf car market.
Services: Creative Strategy, Conceptual Development, Art Direction, Design, Photography Supervision
