The Challenge
Iceland's publicly owned road system is seriously run-down and in desperate need of maintenance funding. Everywhere you go, you're in danger of driving or riding into a hole. Colas fixes the holes, and they need the government to increase funding to make the roads better and safer and drive business growth. Furthermore, the transport infrastructure, asphalt, and paving are generally low-interest sectors, and B2B lobbying is often slow and invisible.
The Solution
"Hola" is Icelandic for "pothole," just like "¡hola!" Is "hello" in Spanish. So, we created Nicolas, a Spanish pothole enthusiast, who traveled around Iceland, greeting every "hola" he could find. Every ¡hola! addressed the problem, turned the spotlight on the authorities responsible, and got the public involved in applying pressure for more funding towards road maintenance.
