This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.
Solutions for a Small Planet
To rejuvenate this American icon, a new vigorous human, approachable person was needed to signal real change in IBM itself. The "Subtitles" campaign recasts the IBM corporation in a startling, yet credible, manner that puts a human face on its global stature. The central message is that IBM delivers solutions that are both simple and powerful enough to manage information anywhere, anytime and for anyone. The result is a world made smaller through the technology of IBM.
Client: IBM Corporation
Agency: Ogilvy & Mather
The Georgia-Pacific "Passages" campaign touched an emotional cord with the consumers by reaching them at a point in their lives where the home had become the center of their lives. This fresh creative approach, coupled with media targeted to lifestyles, and timed to reflect remodeling activity, translated into increased awareness and an outstanding increase in purchase intent for Georgia-Pacific building products.
Client: Georgia-Pacific Corporation
Agency: McCann-Erickson Atlanta
The Human Factor
Thanks to the combination of deregulation and market forces, the telecommunications marketplace is competitive as never before. Research consistently affirms that a majority of business and residential customers-especially the highest value customers-want a single provider for their primary services (local, long distance, and cellular). To compete effectively with such established and powerful players as the Big 3 long distance carriers, Ameritech need to quickly build brand loyalty and preference. The challenge for Ameritech was to become seen as an innovative technology leader, and to overcome perceptions that it is a "monopoly" and "just the local phone company.
Client: Ameritech Corporation
Agency: Fallon McElligott