> "The Technology Frontier" Campaign
> THE PROCESS—Exploring the Unknown
THE GOAL
The goal of this campaign was to creatively show prospects what the journey is like with Impact. New technology is scary, and the 'cutting edge' always feels just over the horizon. Our position is that the future belongs to businesses brave enough to step into the unknown. So that's what we want to encourage them to do with us.
The Idea
Because looking for new technology can feel so much like wandering the wilderness with no direction, our campaign focuses on our ability to be a guide. Our ads showcase technologies like their incredible places to explore, because they are. We wanted to show the world of business tech as an exciting place that's worth stepping into and worth taking the risk.
The Strategy
The main idea of the campaign is to get people over the hump that is the fear of the unknown. People would rather not take action because it's safer and cheaper, it's a big risk to step into this world. Our aim is to make seeking new technologies less intimidating by being your guide and helping you explore this incredible "frontier." Because the frontier holds the keys to everything you need.
> Sales Collateral
> Information pamphlets inspired by the national parks framing Impact's technology services as landmarks on the 'frontier'
'Tourism-Style' Ads
'Snapshots from the Frontier'
Commercial Storyboard
A Strong, Versatile Concept
The strength of the concept allows you to hit multiple tones (funny, inspiring, exciting) and utilize many unique visual elements (snapshots, pamphlets, tourism posters).
> "The Defeatists" Campaign
> THE PROCESS—Who is Killing Your Ideas?
THE GOAL
The goal of this campaign was to build awareness of our brand and to spread the message of our newly-created strategic narrative: businesses should compete on the strength of their ideas, not the depth of their resources.
THE IDEA
It all started with our research which told us that too many ideas are dying on the vine. 90% of ideas that are put down within a business are being killed because that business simply lacks the resources to execute it—they do not possess the means (money, time, energy, or, most importantly, the tools) to turn dream into reality, even when that dream could change everything. Our goal is to save those dreams and ideas; to show people that when they work with Impact, they don’t have to miss out on those great ideas anymore.
THE STRATEGY
The campaign’s aim is to show business how they’re killing ideas, even if they don’t realize it’s happening. We’ve all heard them: let’s push this to Q4, put a pin in that, let’s parking lot it, slide it onto the backburner, and the dreaded let’s circle back. On the surface, nothing much—but anyone whose pitched an idea knows these seemingly gentle letdowns actually mean your idea is toast. So, our campaign took those words to attempt to show people that even if you don’t think so, you’re probably shooting down great ideas everyday, and it’s probably simply because you lack the resources to pull them off. It’s not always intentional, but it’s happening, and with us, those ideas can come to fruition.
> The Ads
> The Landing Page
> 'Plants & Protein' Campaign
[Spec Campaign for Impossible]
> THE PROCESS—No More Mystery Meat
THE GOAL
Show meat eaters that there's nothing scary inside of a Impossible meat.
THE IDEA
If you really think about it, do you actually know what's in the meat you eat (and trust)? It's a common joke that nobody knows what's in a hot dog. People willingly eat things called "meat loaf." And "Mystery Meat" is a colloquial phrase. The truth is: people don't actually know what they're eating, so why is Impossible meat, with listed ingredients, so much scarier? It isn't.
THE STRATEGY
The aim of the campaign is to poke fun at the fact that meat eaters commonly eat meat that's more mysterious than Impossible meat by telling them Impossible is simply "Plants & Protein." It's a simple and clean execution designed not to make fun of meat eaters, but of the conundrum presented by meat itself. All while showing people real Impossible meat imagery and gently reminding people that Impossible meat is actually very simple.
