CHALLENGE
How do you transform two industrial organizations into a global, one-stop shopping resource for world-class aircraft maintenance services and industrial innovation?
SOLUTION
To showcase the group’s industrial innovation and extensive global technological resources, we (Jan Ragnartz and Bill Below) proposed the notion of “Adaptiveness”. It was a single-word concept that has been resonating throughout the organization and with global clients for well over a decade.
CHALLENGE
A global leader in industrial innovation, the Swedish steel company SSAB launched its toughest steel yet — Hardox®. They wanted a campaign that would demonstrate to their customers (mining and earth-moving machine builders) just how tough Hardox really is.
SOLUTION
Jan Ragnartz and Bill Below created the ‘Bring it On!’ campaign to emphasize that Hardox is up to any challenge. The campaign concept later evolved into the ‘Bring it On!’ show, a multi-episode web series devoted to people trying everything they could to destroy a construction bin made of Hardox. A good illustration of how innovative communications work hand-in-hand with industrial innovation.
