As Executive Creative Director at The True Agency, I was tasked with creating social currency for Nissan.

But how do you launch a social campaign at a time when social networks didn't exist.

We created a 10-city tour and drove awareness with 80 unique and customized radio shows. We tapped the best spoken-word artists in Los Angeles, Bridget Grey, to be our MC, DJ, and host and drove our audience to events you could only find details about via our site.

To drive awareness to the site, we create unique OOH in each market by taking over traditional OOH, we pre-seeded and let graffiti artists take them over with our unique URL.

Our message?

Freedom, access, and respect.