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Advertising | 2017
Crouse Campaign
This campaign introduced Crouse’s new high-power headlights through emotional storytelling built around the slogan “Path is Bright.” The concept connected visibility and safety to the responsibility drivers feel toward their loved ones. By framing the headlights as a tool that protects families and prevents accidents, the campaign positioned the product as both technically reliable and emotionally meaningful. This balance of performance and human connection helped the message stand out in a crowded automotive market.
Guerilla Marketing
& Gift Design
A key part of the campaign focused on guerrilla marketing inspired by Iranian street culture. The team adapted the humorous lines often written on cars into playful safety stickers placed on damaged vehicles, turning everyday scenes into subtle reminders of the value of proper lighting. To extend this idea, a glow-in-the-dark keychain shaped like a Crouse headlight was created from phosphorescent material. It stored daylight and glowed at night, serving as a small symbol of protection. These elements worked together to carry the campaign into public space and everyday life, reinforcing the message through familiar, culturally rooted touchpoints.
Collaborative Team
Team Members
• Sara Pirahmadian
• Amin Alinia
• Arash Hosseini
• Simin Delvaray
Supervisor
• Alireza Mostafazadeh Ebrahimi
Academic Project
• Soore International University
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