Iowans Over Corporations:
Hinson BBQ Stunt

Client: Unrig Our Economy

Role: Creative Director,
Copywriter, & Lead Designer

For this campaign, we had a clear message to get across: Ashley Hinson put corporate profits over Iowans. Our team and partners built an everything but the kitchen sink stunt program that included homepage takeovers of every newspaper in the district along with a billboard truck and even an airplane banner to fly over in protest at Hinson’s fundraising cookout.

Visual direction

Our most significant piece of creative would be the banner flying above the county fairgrounds, the site of the annual cookout. The nostalgia was in full swing for this campaign concept.

We aimed to fit in with the look and feel of the area at first glance and grab the attention of onlookers with our copy.

Moodboard + Typography Inspiration

Copy Process

On writing with different ad sizes in mind:

We know that the complex ideas we can put on 300x600 ad or an animated billboard will not fit on the 300x50 ad that is also part of the ad buy.

I prefer to plan ahead and write multiple options for my team and the client to see ahead of time. This sets client expectations and gives my team ample time to finesse designs for different copy options, all at different lengths to suit different size needs.

Copy needs:

A long-form option with more copy for larger-sized, animated ads
A brief, snappy tagline that works alone for smaller ads
Disclaimers/legal text approved for both sizes, sometimes including an abbreviated option for smaller ad sizes