Art director Rob Palmer and writer Kathy Hepinstall of BBDO/Los Angeles researched Pioneer's car audio market by finding a group of young guys and driving around with them while listening to loud music. What they discovered, says Palmer, was that teens "might not know what they want to do with their lives, but they're amazingly articulate about stereos-and they're sick of advertisers trying to understand them." Hence the completely ridiculous but strangely appealing "The Roadkill Diaries," a print campaign that looks at car audio from a highway pizza's point of view. A typical entry: "June 29. Got up. Sat in the road cleaning fur. Heard a car coming. Great speakers. Bad brakes." Must've been cranking Cream's "Pressed Rat and Warthog."
Campaign photo credits to Portland's Lars Topelmann and New York's Helen Trotman; illustrations by Los Angeles-based Antar Dayal and Joe Saputo.