"Hoods Up" is the national campaign we created to inspire America to pop their hoods, get some grease on their knuckles and find out what a little “can do” will make a van do. Enter “Jones”, our helpful AutoZone coach that takes to the streets offering advice, encouragement, and the occasional towel.
The campaign is bigger than Jones though. He’s just part of our message. That’s why we created a ton of unique social content that would engage users on different levels so we could activate our retail arm as well as the branding one. Take a look.