Challenge: A few years before, we had designed a successful campaign for Old Dominion. “We make lemonade” featured that line with eye-catching lemons on the sides of LTD buses. Now, Old Dominion needed a new campaign that connected with the human emotion after an accident in an equally memorable way.

Solution: “Wrinkle-removal specialists” was the simple and evocative answer. We paired a photo of someone with a forehead wrinkled in worry next to a photo of a crumpled car, along with that simple line. Old Dominion removes the hassles after an accident, fixing both the car and smoothing away the worries.