An integrated campaign for the Intermodal Association of North America. That's right, Intermodal containers... Those big, ugly, steel boxes that are used to transport industrial goods and products on ships and train cars. Quite possibly the least sexy product category on the planet. The challenge: Promote the 2014 IANA expo at the 2013 shipping convention, in trade pubs and online. Get shipping industry people intrigued enough about the new face of the Intermodal industry and the 2014 Intermodal Expo to reserve a ticket. The solution: Make the intermodal industry and it's benefits to shippers fresher, more compelling and more exciting than previously considered. Make the containers themselves the hero of the campaign and make their benefits more fascinating and dynamic than you'd ever imagine. Hopefully we changed a few perceptions along the way. Tagline: More than you imagine.
