Rural Route 1: Real-People Endorsers

Milwaukee-based freelancer Pete Kellen, who works under the odd name of Agency Version, has met his client match in a Chicago convenience store called Rural Route 1. "The owner wanted to showcase his wares without resorting to the '3 cans of tom

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Milwaukee-based freelancer Pete Kellen, who works under the odd name of Agency Version, has met his client match in a Chicago convenience store called Rural Route 1. "The owner wanted to showcase his wares without resorting to the '3 cans of tomato soup for 99 cents' posters typical of most grocery stores," explains Kellen, pkellen2313@yahoo.com, who collaborated with photographer J.J. Sulin (www.jjsulin.com). "So he commissioned us to come up with something more attention-getting and fun. He even let us choose which product we wanted to highlight. We came up with the idea of a Cheer Dark spokesmodel campaign and we journeyed to a goth-friendly area of Chicago," in the vicinity of Clark and Belmont, where bars and tattoo parlors abound, Kellen explains. "We showed comps of the ads to prospective models, none of them professional, and, it turned out, almost all of them incredibly loyal Cheer Dark users. The posters haven't been pilfered yet, probably because they're displayed in the window behind the counter," he adds. "But lots of people have recognized the models and volunteered for the next round of Cheer Dark posters. Assuming there is one." Those damn budget considerations.
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About

Credits
Date
Jan 16, 2006
Client:
Rural Route 1
Art Director/Copywriter:
Pete Kellen
Photographer:
J.J. Sulin
Retouching:
David Yow
Agency:
Freelance
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