THE GREEN AMERICAN ROAD TRIP

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Creative Direction, Concept, Copywriting 

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Growth Energy wanted to change behavior at the pump—specifically, to get drivers to switch from Regular Unleaded to Unleaded 88, a cleaner-burning, higher-blend biofuel. The problem? Most consumers make fuel choices on autopilot. To shift behavior, we had to shift the narrative.

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Insight: Research showed millennial moms—the largest fuel-buying segment—want to make greener choices, but only if they’re easy and accessible. We also learned that 83% of millennials planned to take a road trip that year.

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Idea: Turn the classic American road trip into a modern, planet-conscious movement: The Green American Road Trip.

We partnered with millennial influencers The East Family to drive across the country in an Unleaded 88–fueled SUV—documenting their journey, highlighting real fuel stops, and showing that choosing better for the planet can be as simple as choosing the right pump.

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 2023 W3 Awards Winner: Social Content & Environmental / Sustainability Campaign

2023 Davey Awards: Gold & Silver Winner