• by Fern Siegel , 4 hours ago

Infrastructure is necessary — and Standard Practice took up the creative challenge of promoting it via the E-470 Highway, which forms a 47-mile loop around Denver.

The agency launched a clever campaign that highlights the value of the 75-mph tollway, while hinting at a conspiracy.

The work fuels rumors about the highway, asking people to explore further. Creative elements included a plane flying a cryptic banner over the final Denver Broncos and posts on Instagram and TikTok. The push is supported by high-visibility OOH in the Denver metropolitan area, mobile activations and signage along E-470.

“There are many things that are awesome about E-470. But none of them are terribly entertaining to learn about. Who has time to spend getting up to speed on road maintenance? No one. But almost everyone can find time to dig into a good scandal,” said Steve Dolan, executive creative director at the Boulder, Colo.-based agency. “This campaign is a great way to tell the world about the incredible work E-470 does, in a way that’s irresistible, not to mention fun.”

Standard Practice's brand work includes Coke Zero, Lyft, Under Armour and Ikea.