In December of 2012, Educational Employees Credit Union lowered it's APR on new and used auto loans from 1.99% APR to the lowest rate in their 78 year history, 1.74% APR for the month of December only. After that, the rate would return to local market rates, approx. 2.99% APR

The concept I created was the straight forward approach of the headline on the outdoor becoming the actual visual for this campaign. The line was a pun, but it did drive home the fact that this was the "sign" of a great auto loan rate. It also became incredibly cost effective to produce as everything was created in Photoshop; clouds, sign, type, etc.

The campaign consisted of newspaper print, on line banners, in-branch posters, TV and radio.