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Saab national print campaign
As ACD at McCann/MRM I wrote for Saab. The national campaign needed a voice that spoke to the hearts of Saab devotees in a way that drivers of the competition couldn't ignore. I created a voice of exclusivity with a healthy dose of madness for exhilaration - a Saab brand trait. All the while, ticking off the features and benefits of the all-new 9-5.
