There is a global trend to move away from vehicle ownership towards leasing, for individuals and for businesses. LeasePlan wanted a campaign that would educate and communicate to SMEs the emotional and financial benefits of leasing vehicles as their businesses grow.

We created a humorous set of characters that talked to a variety of small businesses, from traditional trades to entrepreneurial, modern New Zealand businesses. Connecting to the idea of vehicles being an extension of both an individual’s character and their brand. The unique campaign imagery would need to work for both brand messaging and focused offers from LeasePlan.