I wrote the line "Welcome to the Open" initially for an outdoor board but strangely, yet wonderfully, it became the mantra for Hummer's last campaign.
The campaign was less about what the truck can do and more about what you can do once the wheels stop spinning and the places these vehicles get you access to. The copy spoke to what you will find there, how to get there as well how the truck is suited for that environment. Once again, HUMMER was about getting to the ends of the earth so you could test your limits once you got there. These vehicles were no longer people movers or suburban terrain vehicles. They were purpose built machines, and they were for people who loved the outdoors and needed to be challenged.
The beautiful images were of the most remote spots on Earth. The vehicles (in this case the all new H3T) were now part of the landscape, not the center of attention. The people in the shots were the real deal.
Apart from print and outdoor, we created an online configurator where people could re-arrange and accessorize their H3T for any outdoor activity. We created banners that looked like something from Match.com but instead it hooked people up with great locations based on their interests.