We can do better.

What do you do when a sacred ad campaign has taken over your brand? Avis’ iconic ‘We’re number two, so we try harder’ campaign had been with them for decades. What was once an edgy play with category relevance was now an irrelevant anchor for the brand. The category and culture had changed, but Avis had not. It was no longer number two, it was decidedly middle of the pack. Our goal was to help Avis move away from it’s past and into a new definition of what it means to try harder. It was time to talk less about our effort, and more about yours.

Success is a journey. One filled with unexpected detours and the occasional bump in the road. We set out to explore and celebrate the journeys of inspiring professionals – along with the role Avis can play in making their road a bit smoother. We wanted to discover the personal reasons behind the success of these unique professionals. To have them tell their own stories. In their own words. Because like so many travelers on the road to success, Avis believes how far you go in life is a matter of one simple thing: What Drives You.