Route 99

A Road Trip to the Nations

We played off the American concept of the classic Route 66 road trip and we cleverly inverted the 6's into 9's. The idea was to inspire students to go to the ends of the earth. We did get some criticism for such an American theme, so you'll note that future themes became more internationally adaptable.

This theme marked the introduction of a two-color process inside the MA Magazine. We also did our first-ever CD audio disc. Even though the record label wouldn't let us pick the songs, we lovingly crafted the art for the case. The thee shirt featured the same 3M reflective materials used on actual road signs. We never could figure out what kind of car we featured on the shirt, but check out that custom license plate!

This theme also marks the first of many odd and wonderful Mission Adventures logos. This one is inspired by the googie style from the 1950's. It was a precursor to our spacey ad campaign of 2000-2001.