Despite years of coporate advertising, the venerable railroad Union Pacific struggled to project itself as more than a back end vendor. We proposed elevating them to a thought leader by spinning their existing tagline "Building America" into a conversation about the people and ideas that made -- and are making -- this country the great experiment it is.
The first phase utilized nontraditional media in the form of hundreds of rail cars covered with portraits of people who have made or are making an impact on American business and culture. These virtual billboards would be photographically documented, appearing as part of a traveling exhibition in major cities along with the publication of a companion coffee table book. The third stage of the plan followed with repurposing their existing ad budget into production of original content for PBS carrying the same title as the tagline.
This positioning is apropos for a company that literally helped birth and build this country. In fact it's one only they could credibly make. With this shift, we moved the brand from a machine of diesel and steel to a leader of thoughts and ideas.