Commissioned by the Mayor's office to promote the multilingual nature of the city's 311 Information Line, Fresh Concentrate created this character to serve as a non-ethnic-specific ambassador to New York's various immigrant communities.
Like the Geico gecko, The Pillsbury Doughboy and Ronald McDonald, iconic characters help strengthen a brand by making their marketing efforts uniquely identifiable and easy to remember.
The 311 Guy is multilingual, outgoing and amusing. And because he doesn't belong to any one racial group, he is able to cross over all ethnic lines.
Along with the 170 languages available on 311, we also had to promote the different services that the city provides including ESL classes, housing, food assistance and healthcare. The campaign took the form of subway advertising, posters, magnets and postcards. TV and Radio spots are next.
