The creative solution was driven by one key insight – that customer service is more important than cars. To illustrate this, we gave Brand Managers a doodle pad to jot down ideas on how they would improve their service. These doodles came to life in a series of ads which perfectly demonstrated how Avis employees go the extra mile and come up with ideas to save customers time.

As well as achieving brand objectives, the ads generated one million euros in incremental revenue.