As as designer for Digitas, I was able to work on a repositioning concept for BP gas. The program allowed costumers to round up their gas purchase for charity. The idea arose after researching costumer behavior at the pump. Through surveys and interviews I found that many people round up to the nearest dollar when filling their gas tank. What many did not know is that this is actually harmful for gas tanks as well as the environment. Using the program, costumers were able to satisfy their desire for round numbers, help protect the environment, and donate to a monthly environmental charity.
Heavy Metal is an internal award program at Digitas which helps motivate teams to create badass, award winning work. Heavy Metal’s design and name is a play on 80s rock bands and the awards themselves, are made of heavy metal.