Just because your client has no money, that doesn’t mean you can’t do something that gets noticed. These posters ran in gents’ toilets, across Scotland’s pubs and motorway service stations. Rather than show big shots of the cars we thought it more fun (and a far nicer idea) to show the kind of image each car helped the driver to project.

To get the type right, I risked a visit to A&E by photographing every parking bay message ever written. Brian then created a road alphabet, and wrote the lines digitally So, not a white line machine or council workie’s bum in sight.