Marlon Tate

With a fleet of 15,000 vehicles, Executive Lease is one of the largest car-leasing companies in Greece. But in a fiercely competitive market, the brand struggled to attract new customers. To cut through the noise, Executive Lease needed a bold reinvention — one that would reshape the brand into “the obvious choice for car rental” and wake people up in an unignorable way.

Our solution was a fresh creative brand platform: “The Obvious Guide to Driving Excellence.” We launched a digital campaign built around a series of faux driving rules that blended the bizarre with the blatantly obvious. Each script combined irreverent humor with sharp cultural insight. Each rule was brought to life as a short “how-to” film, styled after cult VHS tapes and narrated by the velvety voice of renowned actor Renos Haralambidis.

Rule 1: Don’t drive with your boxing gloves on (If your car is terrible, punching it won’t help — but you can always lease a new one from us.)
Rule 2: Don’t recite Einstein to your car (If it isn’t smart already, quoting physics won’t make it smarter — but you can lease a smart car from us.)
Rule 3: Don’t practice gardening inside your car (If it isn’t green already, planting flowers won’t make it greener — but you can lease an eco-friendly car from us.)

Each film combined imaginative storytelling, playful direction, sharp editing, and a retro visual aesthetic, supported by a full omni-channel rollout. The campaign dropped three hero spots through the end of 2025, smashed past 10 million TikTok views, and sparked a 25% surge in brand awareness and business leads.