In the early 2000s, Comcast was one of the goliaths of the cable industry, but that was just the beginning of their ambition. Determined to compete in the rapidly growing B-to-B market for internet services and telecommunications, Comcast asked us to convince business owners and IT professionals that they were more than just the "Cable Guy." We created a new brand known as "Comcast Business Class" and then—based on the unique advantage of speed due to their leadership in fiber optics—we created a new kind of business for them that we called "Fast Business." Fast Business was about how Comcast's advantage of speed and agility, facilitated by their fiber optics, could enable a new era of David slaying the Goliaths of big business. In short order, Comcast Business Class grew from nothing to a $2-billion-a-year business.
Secret had a new tagline—All Strength, No Sweat—and needed help showing the world they owned it while making a cultural impact at the same time.
As a swimwear start-up with a bold vision of inclusive beauty, but little money, Chromat motivated us to confront the clichés of beauty with an uncompromising new set of “Pool Rules.”
VitaminWater was a runaway, but niche success. With big ambitions, our idea was to change its image from “health drink” to an alternative to “big soda.” To do that, we challenged people not to just try something different but to be different and celebrate it.
Everyone talks about wellness but for some reason, it’s not part of the conversation surrounding periods. We changed this with Kali’s new “Bring Wellness Full Cycle” campaign.