Ad campaign for M6toll

Over the past year, the M6toll has invested £20m in new technology to keep traffic moving, attract more people to the road, and simplify customer account management. At the heart of this huge upgrade is a new Automatic Number Plate Recognition (ANPR) system and a new customer account: breeze.

Following the”Roadside assistance campaign” we have now created “A Toll New Look” to bring this huge transformation to the attention of drivers across the local region and beyond. While, behind the scenes, we were busy redesigning the M6toll website, to bring it in line with the branding of their new parent company, Aleatica.

At the heart of this ad campaign for the M6toll are six, big, in-your-face illustrations. These were crafted by Andy Smith and animated by Ben Rustage. You will see them popping up online and on billboards alongside the motorway network as part of an extensive OOH, DM and digital campaign.

This will include messaging appearing in service stations on the approach to the toll. It will also be on billboards on the M6 through Birmingham, advising drivers it’s now even quicker to take the M6toll.

The brand identity and website design for breeze was created by our very own Kimberley Bishop. Combining inspiration from windmills and flowers in a meadow with the motion of wheels, the logo draws upon the brand colours of M6toll’s parent company Aleatica. This bold design will be seen right across the M6toll network.


The headline illustrations give life to the different benefits of the new M6toll experience. Put simply, it’s now much cheaper, simpler and quicker to use. This is all thanks to breeze. Plus, a new pricing structure also making it much fairer to use the toll for local journeys.

You won’t be able to avoid this campaign if you’re travelling in the Midlands over the next few months. Totolly persuaded to give it a test drive? We’ll see you on the toll. If you would like help driving (good) traffic to your business, give us a call at:. 0121 227 4444 or email: