The government backed Midlands Engine needed a big creative idea to help launch phase one of the project. The biggest problem was a lack of awareness of the Midlands outside of the UK.
Solution: The outcome was ultimately a strategic and creative narrative which did two things, launch campaign that created awareness of the engine in the region, but we also created a set long term brand assets and a big brand idea. That the Midlands Engine and it’s partners could get behind and further proof.
A strong campaign lock up was created, that tackled the Midlands awareness barrier, while using the region itself as a full stop. I then collaborated with film makers, art directors to create a 1 min and 30 sec launch film.
The multi channel activation was launched across London and the Midlands.