NAM // Creators Wanted
The National Association of Manufacturers, the voice of more than 14,000 manufacturing companies in America, had a big industry challenge around recruiting the next generation of manufacturers.
ADVOC8 developed a myth-busting mobile tour that excited youth about careers in an industry that didn't always seem popular.
brand identity • experiential design • website design • art direction
CHALLENGE ONE:
The Brand
We refreshed and expanded upon the brand’s existing framework. The adaptable design had to feel consistent across multiple digital and in-person platforms.
CHALLENGE TWO:
Inside The Truck
Once parked, the truck folded out into an escape experience; each room challenging a different myth about manufacturing.
Students ran against the clock to solve riddles in each quadrant of the first room. Unlocking a keycard in the center pedestal granted access through the next door.
In the next room, students fixed codes to activate a laser engraver in the center of the room, which revealed a passcode.
The next space was designed for rotating sponsors. Students hunted through workstations (seemingly left behind by Honda employees) to guess what Honda workers were manufacturing.
In the final space, students placed their palm on a dark pedestal to stop the clock and activate an insta-worthy light show as a reward for their hard work.
The details.
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I worked alongside a creative director to build out the branding and concept ideas for each room in the truck. I teamed up with a fellow art director to create all design assets, then collaborated with fabricators and tech teams to bring our ideas to life.
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Ben Adams | Account Lead
Alyssa Echols | Lead Producer
James Sample | Lead Producer
Lia Racanelli | Creative Director
Kirsten Ford | Associate Strategy Director
Reb Magner Newman | Art Director, Senior Designer
Nick Fabiani | Art Director, Senior Designer
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ADVOC8 | Agency
Lime | Truck Fabricator
MVRK | Tech Partner
Goodbeast | Creators Connect Developer
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✨🏆✨ 2024 Bizbash Best Mobile Tour/Roadshow
✨🏆✨ 2024 PR News Nonprofit Award for Best Marketing Campaign
✨🏆✨ 2023 Ex Award Best Mobile Marketing Tour
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Creators Wanted was so well received, its messaging and visuals have been adopted as an evolution to the National Association of Manufacturers' master brand.
84% of participants reported improved views of manufacturing careers
15,000+ Students & attendees
160M Digital impressions
25K+ Miles traveled
21 Tour stops
Parental perception of manufacturing careers rose from 27% to 40%
$5.6 million in positive earned media