Messaging that takes off.
The company was coming off of a merger attempt that didn’t happen with its biggest competitor. For months, the merger was the talk of the industry, and messages were all about how the new combined company would be a breakthrough in the industry. So when the merger fails to go through, the company had to immediately do two things: 1) Put some serious distance between itself and its main competitor who was almost welcomed into its board room just days earlier, and 2) Differentiate itself by sending a new message about what’s to come. The creative solution was to send powerful imagery and messaging that let the audience know the company was moving fast in a new, powerful, and different direction.