Many car insurers reject modified vehicles; Just Car not only insures them but is going to show their owners exactly how it’s done, with the launch of Canvas2Kickass, a blank canvas for car lovers to build the ultimate modified car.
In a departure from mainstream advertising, Just Car Insurance and GPY&R Melbourne have created Canvas2Kickass; a workshop connected to a fully integrated website that gives car enthusiasts a place to share and distribute their knowledge and passion for modifying cars, then see their input come to life through a real car.
Enthusiasts all over the country will be able to contribute to building Australia’s hottest ever modified car, for real, turning a blank canvas into a truly kick‐ass ride.
Phase by phase, every aspect of the car will be discussed, debated and voted on via the campaign’s website and Facebook page, while a crew of mechanics will do the work in the Canvas2Kickass workshop. The whole process will be covered with live webcam feeds and phase‐by‐phase webisodes throughout, creating the ultimate knowledge centre and uniting the disparate tribes of modified car fans. Everything from choosing the original base model to tyres and rims, stereo, paintwork, graphics, seats and suspension will be up for grabs. And at the end of it all, someone will drive away in the Canvas2Kickass machine.
Executive Creative Director Ben Coulson said “It’s a creative dream to be involved in a project that’s not just writing ads, but collaborating with the country’s leading automotive experts, manufacturers and car nuts to ultimately modify Australia’s most kick‐ass street ride. Let’s just hope it doesn’t turn out looking like the Homer‐mobile…”
Just Car Marketing Manager Kasey Gaffney said “Our audience are serious car lovers and enthusiasts who are mostly under 30, so we need to be in a space where they are most active.
Our staff are of a similar demographic ‐ so what better way to share the ‘car love’ then to build the ultimate modified car together?
The campaign launches July 9th.
If you wanna get on board go to Canvas2Kickass
Credits:
Executive Creative Director: Ben Coulson
Creative Director/Writer: Jim Ingram
Creative Director/Art Director: Ben Couzens
Account Director: Julian Bell
Senior Account Manager: Leah Champion
Account Executive: Jenna Stafford
Digital Creative/Digital Designer: Stephen Joss
Digital Producer: Luke Tellefson
Media Agency: Starcom Melbourne
