Every year, the 811 program reaches millions of Americans through two major campaigns: National Safe Digging Month and 811 Day. Southwest Gas wanted to use the campaign creative on their fleet of vehicles for this year's campaign.
Following the completion of my research, I noticed that most companies recycle the same concepts from prior years and from each other. I wanted to shift the narrative and present it from a fresh perspective. A distinct viewpoint. The award-winning campaign creative accomplished this by presenting the hole's point of view.