Panera Bread
This campaign was developed as a custom pitch to showcase Lamar’s full range of capabilities to Panera Bread. Collaborating with a colleague, we produced a comprehensive suite of mockups, including mobile ads, digital billboards, 3D executions, and other creative applications tailored to the brand’s voice and audience.
To elevate the presentation, we 3D printed a custom mini billboard and designed a detailed leave-behind booklet for the sales executive—adding a tactile, memorable element to the pitch experience.
Panera ultimately selected the 3D billboard concept we presented, which went on to generate significant earned media and visibility for their campaign, highlighting the impact of creative, dimensional out-of-home advertising.
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Art director & copywriter: Gabrielle Favret-Kocian
Graphic designers: Gabrielle Favret-Kocian & Meredith Minor
Sales representative: Ian Dallimore
Operations: Charlie Peek
3D Model
Our concept featured a striking 3D installation of a bowl of soup designed to engage consumers with a sensory experience. Using a steam machine controlled by a computer, the installation released realistic steam whenever the temperature dropped below 50 degrees—invoking the warmth and comfort of a hot bowl of soup on a chilly day. While Panera ultimately opted for a simpler billboard with a complementary tagline, the original 3D concept demonstrated the power of experiential advertising.
Collaborating closely with our operations managers, we developed the installation prototype and ensured seamless execution. The realism of the steam effect was so convincing that the local fire department was called multiple times, which helped foster a positive relationship with local authorities. Watch the video below to learn more about how we brought this innovative installation to life.
Concept leave-behind
My coworker designed the layout for this booklet, and I did the copywriting. Together, we created a great leave behind for the sales representative to bring with them as they presented our deck.
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