Breathing life into a legendary brand
Meritor wanted to reinforce their relevance in a changing market and needed something to get the world to take notice. They had taken the first step by developing the campaign line, “Run With The Bull” but asked us to add meaning to the line to unify Meritor employees and customers, as well as create an emotional connection with the brand and drive sales growth. In essence, to bring it to life — which we did, literally.
Winged bulls are few and far between, so our first step was to develop a CGI bull. We then built an integrated campaign around it that included print and digital ads, a manifesto, messaging platforms, building signage, trade show support, videos, logo updates and guidelines and so much more.
We built on the work by helping them update their product-specific ads to match the brand. Using the same dark background and elevating their products into objects of art, we were able to capture the strength and beauty of what they manufacture in a way that helps Meritor stand apart.
The refresh was timed to coincide with the company moving in a new direction and has helped continue to shift momentum and financial performance over the past four years.