CarMax

Overview

Ink Foundry helped launch CarMax, a Fortune 500 automotive retailer, into Southern California. Ink Foundry created a launch campaign that would help CarMax break through the clutter and link the company to the California car culture.

Ink Foundry secured five emerging California artists to paint a fleet of automobiles representing Los Angeles personas. The artists re-imagined the Hollywood car, the Surfer mobile, The Soccer mom, the Tuner phenomon and the Graffiti car.

A product seeding campaign strategically placed cars in high traffic areas and the at the hottest locations through out the southland.

Each car was donated to a charity helping to raise much needed funds for the neediest Angelenos and secure additional media coverage.

Impact

The campaign secured numerous broadcast hits including CNBC, KTLA Morning News, KCBS-TV, KCAL-TV, as well as ink in art publications, Reuters, a front page business story in the Orange County Register and more.