common cents: rules of the road campaign
This Common Cents campaign brings the brand to life through a modern take on pragmatic, road-tested wisdom. Inspired by everyday heroes on the go, the creative materials personify Common Cents as a trusted companion offering witty, cowboy-style guidance through simple comforts like a tall cup of coffee or a fresh deli snack. Rather than grand gestures, the campaign focuses on small moments of exceptional service, using clever copy and grounded visuals to create a cohesive look and feel that feels familiar, helpful, and genuinely human.
Campaign & brand photography
It was important to have a photoshoot that focused on both the product but also the convenience store environments, creating a comprehensive image library. These assets support long-term brand consistency and give the team scalable content for ongoing marketing needs.
inside the process
