gallery: 76 Stop Honk UX

This integrated campaign serves as a humorous public service campaign to curb the noisy epidemic of "honkaholism," or incessant, unnecessary honking especially prevalent in high-traffic areas. The campaign runs from March through November of 2013 supported by a microsite, television and online spots, billboards, and live experiential component.

My role predominantly resided in helping craft the microsite for the experience, intended as a fun, educational resource allowing users to learn more about end the epidemic and introduce the 76 Honk Suppressor as an answer to curbing the problem. The site encourages engagement through games, quizzes, and a "Community Outreach" calendar with live street-team events in high-trafficked events and encourages users to spread the word through social channels Facebook and Twitter. Our primary goal was to get orders of the Honk Suppressors, 

My process started first through research of campaign and cause related sites (e.g., American Red Cross, Truth/Anti-smoking), then to site information architecture, finally to wireframes as a collaboration with our art director & copywriter. Within the first 24 hours of campaign launch. 

of which 40,000 were ordered, and the campaign has received press from http://www.nytimes.com/2013/04/01/business/media/gasoline-brand-urges-drivers-to-stop-honkaholism.html?pagewanted=all&_r=0.

Credits:
Associate Creative Director: Jonathan Byrne
Art Director: Beau Hanson
Copywriter: Josh Parschauer