OOH Out of Home Advertising
On the road with the Rescue® natural wellness brand
Vehicle wraps, signage, and interactive activities designed by Paula Frederick, focused around the iconic Airstream travel trailer
OVERVIEW
The brand team set a goal to wrap an iconic aluminum Airstream in Rescue's iconic sunshine yellow and positivity and drive it across America, bringing attention to the value of emotional health.
Both the Airstream and truck were printed with key phrases like:
“Emotions = Information. It’s ok to feel. Nurture your emotions. You are worthy. Take a moment. It’s ok to ask for help. Breathe in, breathe out. Let wellness bloom. You matter. Be kind to yourself. What are you grateful for?”
Even if you see it while stuck in traffic, it can give drivers a little uplift.
The Airstream and pull-van started out in Texas, driving to major retailers like Whole Foods and Sprouts, influencer events like Mom 2.0, and small mom-and-pop natural stores. The Airstream was fitted with custom made interactive activities that centered around emotions and appropriate for the whole family: adults, children—even dogs!
Rescue Road Show (1 of 4), clockwise from top left: a) Airstream vehicle wrap, passenger side; b) three-quarter of the front and side; c) standalone feather banner; and d) complete view of Airstream and Chevy pull-van, passenger side
PROJECT
Design vehicle wraps for the iconic polished aluminum Airstream and its Chevrolet pull-van.
GOAL
Inform about the value of emotions, spread positivity, build brand awareness, connect with stores and consumers in real time, and support stores. Its purpose is to educate and inform—not to directly sell product.
Rescue Road Show (2 of 4), clockwise from top left: a) Airstream vehicle wrap, driver side; b) distressed logo; c) three-quarter view of the back and side; and d) front (shown separated from van); e) complete view of Airstream and Chevy pull-van, driver side
ELEMENTS DESIGNED by PAULA
Airstream vehicle wrap design - a key element of the design’s success was maintaining the aluminum of the Airstream and letting it shine
Van vehicle wrap design - constricting the Chevrolet wrap to a simple yellow, white, and gray color palette aligns it with the Airstream, without competing
Airstream rooftop sign - 3D printed on metal (8’ x 2’)
Logos
Rescue Road Show - illustrated logo, concept based on a beat up Route 66 road sign
When Life Happens Reach for Rescue, Rescue Rooted in Calm since 1935 - a sort of Lego approach in which each element can be used on its own (“Reach for Rescue”) or combined with any of the other elements (“When Life Happens Reach for Rescue”)
“Mood Meter” interactive activity station
standalone interactive spinning displays to help children (and adults like me!) identify their emotional states, in partnership with WholeSchool Mindfulness. Four-sided, including illustration (2 @ 1’ x 4’, set up in cubes, for 24 unique sides)
standalone instructional sign (1’ x 4’)
“Mood Meter” info sheets (8.5” x 11”)
“Let Go & Grow” interactive activity station
banner flag signage (3’ x 8’)
postcards to send yourself a positive message to arrive by snail mail after 2 weeks (2 @ 6” x 4”)
instructional sign flyer (8.5” x 11”)
Selfie wall - 3D printed “Calm Vibes” sign (15’ x 8’) set onto a beautiful flower-and-vine wall
Spin wheel - oversized interactive raffle wheel, à la Wheel of Fortune, with interchangeable prizes to swap in and out as needed (4’ x 8’)
Standalone feather flag banner - “What’s The Mood Today?” (2’ x 9’) meant to welcome people into the outdoor space created by the Airstream and activities
Tee shirts - 4 tee designs
Gratitude journal by Pockitudes - a printed 14-day daily gratitude journal practice
Email templates and retailer toolkits - for stores and store employees
Miscellaneous digital imagery
videos - video cards and stills for social (multiple ratios)
banners for web and social (multiple formats)
teaser images needed before photos existed (I made these with Illustrator and Photoshop)
Packaging - for 3 product samples: each label adheres to regulatory requirements (3 @ 2” x 2”)
Style guide with all ready-to-use file formats: PowerPoint and PDF formats of the guide itself plus all logos (78 size-, color-, and file-type variants) and illustrations (24 variants)
Rescue Road Show (3 of 4), clockwise from top left: a) interior view with Airstream gullwing door open; b) back of the Airstream, also what you'd view driving behind it; c) part of the Calm Vibes selfie wall; and d) the metal rooftop sign, only seen when vehicle is parked and set up
Rescue Road Show (4 of 4), clockwise from top left: a) exterior view showing some of the activities (Write & Release station, Mood Meter interactive cubes, spin wheel), set up in progress; b) another shot of the passenger side; c) "Let Wellness Bloom" angle; and d) exterior view set up and in use
TEAM
Nelsons, owner of the Rescue brand, accomplished this project with our in-house team of:
Paula Frederick, art direction, graphic design, illustration, design production
Kim Knoblauch, senior director of U.S. marketing, copywriting
April Lowry, project owner, US general manager
Antonio Grgas, production design assistance
Vehicle production and installation by Lime Media.
ABOUT the BRAND
Rescue is a 90-year-old brand. Its product line consists of homeopathic remedies and dietary supplements, based on plant- and flower-based essences developed by physician and homeopath Dr. Edward Bach, who was convinced that emotional wellbeing was key to overall health. [More over on RescueRemedy.com.]