Problem: The amazing SACI innovations in science and technology are overshadowed by the gigantic size of competitors like Boeing who lean on a "bullets, brawn and flag" approach to branding. Making it hard for SAIC to tell a unique story and recruit the best talent.
Objective: Break though the bombs and brawn with a campaign the introduces who SAIC is.
Insight: Scientists and engineers are unique, creative creatures that see things differently.
Strategy: Portray SAIC as a company by and for innovators and a place for creative minds.
Creative approach: Let's redefine what innovation and ingenuity means within the industry by creating a platform "Redefining Ingenuity" that looks at technology and science through a slightly different, perhaps skewed lens than the competition does.
Objective: Break though the bombs and brawn with a campaign the introduces who SAIC is.
Insight: Scientists and engineers are unique, creative creatures that see things differently.
Strategy: Portray SAIC as a company by and for innovators and a place for creative minds.
Creative approach: Let's redefine what innovation and ingenuity means within the industry by creating a platform "Redefining Ingenuity" that looks at technology and science through a slightly different, perhaps skewed lens than the competition does.
To position SAIC as innovators and drive recruitment efforts, the client asked for a "Spielberg" approach in our online video, (possibly the best request ever). So of course we used childhood to show the magic of innovation and discovery through the eyes of what may be a future SAIC employee.
The spot is one continuous shot.
The spot is one continuous shot.
We launched the campaign with a video called "I am..." featuring SAIC employees talking about who they are and what the company stands for.
A series of print, out-of-home and digital ads shows how the people at SAIC think a little differently than the rest of the industry. Each ad highlights a particular technological solution that can be explored further at the website.
