I helped the Hertz Corporation unveil a global, multi-faceted branding initiative designed to cultivate a dialogue with customers by focusing on customers' driving experiences. Built around the question "Are You The Gas or The Brake?" -- focusing on the universal element of how people operate as either the Gas (more aggressive, exciting, adventurous) or the Brake (conservative, reserved, more of a planner) -- the campaign acknowledges the wide range of "travel personalities" and serves as a platform to address the different wants, needs and aspirations of customers.

I also worked on the launch of the "Getaway Giveaway" sweepstakes and contest, a multi-million dollar advertising campaign, and an online consumer engagement platform and the re-design of Hertz.com.

The Gas and Brake campaign has also been featured in the New York Times, Yahoo News and the Wall Street Journal.

For a more complete look at the work, download the PDF.