Rock the Road

Inspiring first-time drivers of all ages to hit the road and explore Florida.

A first-of-its-kind campaign for the area, Lee County Tax Collector sought to leverage the area's booming tourism industry as an incentive for first-time drivers to get their Florida license. The concept originated as show and tell – feature storied destinations across the state and let our audience share their experiences and must-visit attractions. Targeting teenagers fresh off their learning permits and new residents with out-of-state licenses, a series of limited-run posters featuring iconic, lesser-known Florida locations were released monthly at select Tax Collector offices throughout the county.

CLIENT

Lee County Tax Collector

TYPE

Art Direction

Illustration