Supercheap Auto wanted to reinvigorate its The Enforcer property (V8 Supercar driver Russell Ingall). We did that by creating The Enforcer's Car Protection Agency, a fictitious group led by The Enforcer that punishes those guilty of car cruelty. A multi-media campaign based around a website included a suite of TV ads, print and ambient. Visitors were encouraged to submit their own pictures of car cruelty to the website and thousands did so. Someone even started up their own Facebook fan page. Finalist at AWARD, three golds at the W3 Awards, finalist at the desktop create:awards and a silver and two bronzes at the BAD Awards. Accepted into The Work 2010.
