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UNT Parking and Transportation Campaign
Campaign concept using character storytelling to reframe student parking frustrations and highlight smarter parking alternatives
Press For commentary
Role: Copywriter
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Campaign Executions
Full Campaign Strategy
Problem
Insight
Students at UNT spend too much time circling campus looking for parking, creating frustration before they even reach class.
Students don’t just dislike parking rules; they dislike the uncertainty of not knowing where parking is available.
Big Idea
Introduce Archie Acorn and Quinn, friendly campus guides who help students find smarter parking alternatives and reduce the stress of circling lots.
Execution
The campaign uses humor and character storytelling through billboards, posters, informational signage, and digital content to show students better parking options and encourage smarter parking decisions.
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