How a Cause Marketing Campaign turned into a Brand Marketing Campaign with a Cause

In 2015, AutoNation requested a one-month campaign that would help raise money to fight breast cancer. Instead, a movement was created that became larger than anyone could have imagined. The success of DRV PNK inspired America’s largest automotive retailer to completely rethink their business model. Not just for one month, but permanently. The campaign transitioned AutoNation from a company that sells and services vehicles into a company that is dedicated to driving out cancer, and just so happens to sell and service vehicles. Now, every car sold or serviced at any AutoNation location receives a DRV PNK license plate frame and a donation is made to drive out cancer. Since the campaign’s launch, nearly $35 million dollars has been donated. Let’s explore the impact DRV PNK has had on AutoNation, the auto industry, and the community.

Brian Anderson (VP Creative Director, Zimmerman Advertising)

“Have fun.” It’s a motto Brian has always lived by. Find something you’re passionate about and then have fun doing it. It’s how he approaches pretty much everything. It’s how Brian has managed to take a life-long love for art and creativity and turn it into an award-winning, 20+ year career in advertising. Brian is currently VP Creative Director at Zimmerman Advertising in South Florida, where he’s using his big-idea-first approach to produce great work for his clients. Over his career, Brian has worked with brands such as Party City, AutoNation, Five Below, JetBlue, Boston Market, Sam’s Club, Walk-On’s Sports Bistreaux, Florida Panthers Hockey, Modell’s Sporting Goods, Sandals Resorts, Greater Fort Lauderdale Tourism, Norwegian Cruise Line, Celebrity Cruises, and Virgin America.


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