SAMUELSOHN, A STORIED MEN'S LUXURY SUIT COMPANY SINCE 1923, WE HELPED THEM TO TAKE THEIR ATTITUDE QUOTIENT UP A NOTCHED LAPEL OR TWO AND REPOSITIONED THEM FOR TODAY: PASSION AND PERFORMANCE.
USHER'S FIRST FORAY INTO FRAGRANCE DEMANDED A LUXURY ADVERTISING TREATMENT TO GO HAND-IN-HAND WITH HIS CELEBRITY AND SMOOTH TALENT. SHOT IN THE MOUNTAINS OF MONACO, THIS CAMPAIGN PAVED THE WAY FOR THE STAR'S BRAND TO THRIVE IN A COMPETITIVE RETAIL ENVIRONMENT.
WORLD TRAVELER AND JEWELRY DESIGNER STEPHANIE KANTIS WANTED TO ELEVATE HER BRAND IDENTITY, SO SHE CALLED ON US TO CREATE A FRESH NEW PALETTE AND BRAND VISION. THE SUN-DRENCHED IMAGERY AND SUBTLE STYLING ALLOWED HER DESIGNS TO TAKE CENTER STAGE IN THIS APPROACH. DISTILLED AND CURATED THE LOOK IS MAKING WAVES… SOMETIMES THE SUBTLETY OF A WHISPER MAKES ALL THE DIFFERENCE.
THE GIRL FROM IPANEMA IS THE THEME WE CREATED TO REPOSITION H.STERN, A BRAZILIAN LUXURY JEWELRY BRAND. PRIOR TO OUR ENCOUNTER H.STERN NEVER ACKNOWLEDGED THEIR BRAZILIAN ROOTS AS THE CEO, ROBERTO STERN, NEVER CONSIDERED THEIR HEADQUARTERS IN IPANEMA PARTICULARLY EXCITING. WE MADE OUR CASE AND THEY'VE NEVER LOOKED BACK.
HOW DO YOU REMOVE THE STIGMA ATTACHED TO CODING? CELEBRATE IT! BY KNOWING THE CODE, THERE IS NO END TO WHAT YOU CAN CREATE FOR FRIENDS, FAMILY AND THE WORLD. YOU'RE ONLY LIMITED BY WHAT YOU DON'T DO. WE CREATED A VIDEO THAT BRINGS THIS CONCEPT TO LIFE FOR THE MICROSOFT CODEGEN PROGRAM.
HOW TO CREATE AN ICONIC FRAGRANCE THAT GIVES BACK? WITH THE FOLLOWING INGREDIENTS: A ROCK-N-ROLL ICON, HISTORIC PHOTOGRAPHY AND MOVES LIKE JAGGER. IMAGINE A FRAGRANCE FOR WOMEN BASED ON MICK JAGGER CREATED WITH 100% ORGANIC VOLATILES AND ESSENTIAL OILS. IT'S EVEN PACKAGED IN A GLAMOROUSLY SUSTAINABLE, CORNSTARCH JEWEL BOX. THIS IS A FRAGRANCE MADE FROM ROCK-N-ROLL ROYALTY, COMBINED WITH THE ESSENCE OF MUSK, PATCHOULI, AND JASMINE SIMMERED WITH A TOP NOTE OF CITRUS FOR ELECTRIC NIGHTS AND DAYS LAZING BY THE POOL. 50% OF PROCEEDS GO TO CHARITY AND THAT'S SOMETHING TO SING ABOUT.
BASED ON THE LOOK CREATED BY D.A. PENNEBAKER FOR THE BOB DYLAN DOCUMENTARY "DON'T LOOK BACK" WE CREATED A MUSIC VIDEO FOR ALBERTA CROSS' NEW SONG "BENEATH MY LOVE" WITH DIRECTOR WILLIAM KANER.
BILLY REID LOOK BOOK SS 2015. LENSED BY CHAD DAVIS.
WE REPOSITIONED KENNETH COLE NEW YORK AS THE BRAND THAT CELEBRATES THE 'NEW YORKER.' IT IS A STATE-OF-MIND AND A POINT OF VIEW. IT IS STANDING UP FOR WHAT YOU BELIEVE IN, BEING AWARE OF THE ISSUES AND CELEBRATING DIVERSITY. THAT'S WHAT IT'S ALL ABOUT; NEW YORK, NEW YORKER.
FOR JENNIFER FISHER WE CREATED A CAMPAIGN AND IMAGES THAT LEAP OFF THE PAGE. LIKE HER JEWELRY IT'S THE FINEST BLEND OF GRACE & ATTITUDE. FROM HER UPBRINGING IN SOUTHERN CALIFORNIA , JENNIFER HAS ROCKETED INTO THE FASHION WORLD WITH JEWELRY THAT RESONATES. IT'S A LAYERED, STREET-LUXE VIBE, A TALISMAN THAT EMPOWERS, CAUGHT IN CLINICAL VOYEURISTIC FASHION.
FOR THE LAUNCH OF A NEW SHAPEWEAR BRAND FROM BRAZIL WE NEEDED TO DISRUPT AND STAND OUT, SO WE CREATED POSITIONING AND IMAGERY THAT CELEBRATES SHAPE IN BEAUTIFUL WAYS. WHAT'S DIFFERENT IS THAT THE CELEBRATION IS NOT ABOUT HOLDING THINGS IN, LIKE TRADITIONAL SHAPEWEAR. FOR SQUEEM, IT'S ALL ABOUT LETTING YOUR BEST SHAPE OUT. SQUEEM CREATES THE SEXIEST BRAZILIAN CURVES THAT ARE CELEBRATED AROUND THE WORLD. CAN YOU HANDLE IT?
AFTER SUCCESSFULLY BUILDING A RABID FOLLOWING FOR JIMMY CHOO BASED ON CELEBRITIES AND PRODUCT PLACEMENT IN LA, THEY NEEDED A SECOND ACT TO MAINTAIN THEIR METEORIC RISE AND BECOME MORE OF AN INTER-TEMPORAL LUXURY BRAND, NOT AT THE MERCY OF TREND. WE RECOMMENDED GETTING BACK TO FASHION BASICS AND WORKING WITH MODELS AND GREAT PHOTOGRAPHERS TO CREATE ICONIC LOOKS THAT CELEBRATE THE ESSENCE OF THE JIMMY CHOO BRAND: THE UNSHAKEABLE JIMMY CHOO WOMAN, WHO ALWAYS LANDS ON HER FEET, IN NO LESS THAN GORGEOUS SHOES.
UP-AND-COMING JAZZ ARTIST NIIA WAS LOOKING TO CREATE A WEBSITE THAT WAS DIFFERENT AND EXPERIENTIAL – JUST LIKE HER MUSIC. A PERFECT BLEND OF DARK AND LIGHT, HIGH AND LOW AND ABOVE ALL ELSE AN IRRESISTIBLE GLIMPSE INTO HER LIFE AND TIMES. IT WAS WITH THIS IN MIND THAT WE CREATED AN INTERACTIVE WEBSITE INTRODUCING FANS, WITH JUST A CLICK OF HER HOMEPAGE, TO THE COMPLEX, LAYERED WORLD OF NIIA. THE ITEMS ON THE SITE ARE NIIA'S CURIOS GATHERED OVER THE YEARS. THESE OBJECTS WERE SEAMLESSLY STITCHED TOGETHER TO PROVIDE THE PERSPECTIVE THAT ONE IS STANDING INSIDE NIIA’S APARTMENT. THE SITE HAS A VOYEURISTIC FEEL, AS ONE IS INVITED TO CLICK ON EACH OBJECT TO DISCOVER ITS SIGNIFICANCE IN NIIA’S LIFE. THE BACKGROUND SCROLLS FROM RIGHT TO LEFT, PROVIDING AN ECCENTRIC, LAYERED VIEW OF NIIA’S WORLD. EXPERIENCE MORE: www.niiamusic.com
C9 BY CHAMPION, SOLD EXCLUSIVELY AT TARGET, NEEDED A WEB REDESIGN. SOMETHING FRESH, SOMETHING DIFFERENT. THEY CAME TO THE RIGHT PLACE. WE CREATED A SITE THAT TOOK AWAY A LOT OF EXTRA LAYERS AND DELIVERED A SEAMLESS, BEAUTIFUL UX EXPERIENCE THAT CONSIDERABLY SHORTENED THE SALES FUNNEL. COMBINED WITH ADDED CONTENT AREAS TO INCREASE ENGAGEMENT, THE NEW DESIGN TOOK C9 UP TO 11.
BMW REWROTE THEIR BOOK ON MOTORING BY MAKING A BIG BET ON ELECTRIC. FROM THE UPPER ECHELON OF INTERNAL COMBUSTION TO STATE-OF-THE-ART ELECTRIC, BMW TOOK THE LEAP AND NEVER LOOKED BACK. SPENDING BILLIONS ON A SUSTAINABLE ecoFACTORY AND AN ALL NEW, TOP DOWN, ELECTRIC POWERED PRODUCT LINE THEIR COMMITMENT TO SUSTAINABLE MOBILITY IS UNDENIABLE. WE CRAFTED A MOTION CONCEPT TO HELP ANNOUNCE THEIR NEW DIRECTION. WELCOME TO A BRAVE NEW WORLD OF eMOBILITY BY BMW.
WE LAUNCHED A DIFFERENT CAMPAIGN AND POSITIONING FOR CHAMPION THAT ASKS THE WORLD TO PLAY LIKE A CHAMPION: TO ALWAYS RISE, LOVE THE GAME AND FIND THE CHAMPION INSIDE US ALL. IT'S NOT ABOUT THE BIG CONTRACTS OR CELEBRITY THAT ALL THE OTHER BRANDS CELEBRATE. CHAMPION IS ABOUT AUTHENTICITY AND ACHIEVING YOUR PERSONAL BEST. THE ABILITY TO MOVE THROUGH ADVERSITY AND REMAIN A CHAMPION AT HEART. THAT'S WHAT CREATES A REAL CHAMPION AND THAT MAKES ALL THE DIFFERENCE IN THE WORLD.
DRIVEN BY OUR LOVE FOR MUSIC, FASHION AND PRINT, WE CREATED A 100-PAGE MAGAZINE CALLED 'MUSICMUSICMUSIC.' COLLABORATORS INCLUDED ART DIRECTOR CRAIG TILFORD, MODEL ERIN WASSON, JESSICA STAM, PHOTOGRAPHER KENNETH CAPPELLO, JULIAN CASABLANCAS, TERENCE KOH, THE VIRGINS, DARYL K AND YOKO ONO. THE MAGAZINES WERE SOLD IN LOCAL BROOKLYN SPECIALTY BOUTIQUES AND OPENING CEREMONY IN MANHATTAN, AND EMBODIED OUR DEVOTION TO PRINT AS AN ART FORM.
SPRING IS ABOUT SIMPLICITY & FRESHNESS, SO WE CREATED A SIMPLE & FRESH DIGITAL WALLPAPER FOR JENNIFER FISHER'S SPRING SHOW DURING NYC FASHION WEEK. THE WALLPAPER WAS PROJECTED ON A 50-FT SCREEN, CREATING A NUANCED AND MESMERIZING MOMENT THAT ENHANCED, BUT DIDN'T TAKE AWAY FROM, THE PRESENTATION.
WE LAUNCHED THE RECORD BREAKING FRAGRANCE, SOMEDAY, GLOBALLY, WITH A FORWARD-THINKING AD CAMPAIGN BY CONTROVERSIAL FASHION PHOTOGRAPHER TERRY RICHARDSON. THE SHOOT TRANSITIONED JUSTIN FROM BEING A YOUNG HEARTTHROB TO A BURGEONING ARTIST ON THE RISE. WINNER OF THE FIFI FOR BEST FRAGRANCE OF THE YEAR, SOMEDAY, TOOK CELEBRITY FRAGRANCES TO THE NEXT LEVEL.
RELAUNCHING CHAPS THE CLASSIC RL BRAND REQUIRED A LARGER VIEW INTO WHAT THE SPIRIT OF THE BRAND IS ALL ABOUT. IT'S NOT JUST APPAREL, IT'S ABOUT AN ETHOS, A PLACE AND A TIME.
HOW DO YOU MAKE A BIG IMPRESSION WHEN LAUNCHING CHAMPION'S NEW MARATHON SPORTS BRA? DO SOMETHING DIFFERENT, REALLY DIFFERENT. IMAGINE WRAPPING THE QUEENSBORO BRIDGE, MILE 16 OF THE NYC MARATHON, TO CREATE THE WORLD'S BIGGEST SPORTS BRA BY THE WORLD'S BEST SPORTS BRA MAKER. IT'S A NEW LEVEL OF EXPERIENTIAL MARKETING THAT'S SURE TO BE A SOCIAL MEDIA MOMENT AND ESTABLISH CHAMPION AS THE SPORTS BRA AUTHORITY WITH WOMEN RUNNERS FROM ALL OVER THE GLOBE.
IMAGINE CELEBRATING LOVE & LIGHT IN THE CITY OF LOVE & LIGHT WITH A MONUMENT DEDICATED TO THE LIVES LOST IN THE DEVASTATING ATTACKS ON NOVEMBER 13, 2015 IN PARIS. THROUGH HEARTBREAKING AND INSPIRATIONAL MOMENTS, SOME PARISIANS PUT THEIR LIVES ON THE LINE FOR THEIR FRIENDS, LOVED ONES AND EVEN STRANGERS IN A SHOW OF LOVE & LIGHT. THE MONUMENT CELEBRATES THIS SACRED SACRIFICE WITH A SERIES OF 13 CUBES CONSISTING OF POLISHED METAL SPHERES THAT REPRESENT OUR LIFE FORCE/LOVE. IT IS CHOREOGRAPHED STARTING WITH ONE SOLITARY CUBE: AS ANOTHER CUBE RISES IN FRONT, IT DE-MAGNITIZES, SENDING ALL ITS COMPONENT PARTS INTO THE FLOOR BENEATH. BUT THAT IS NOT THE END, IT IS ONLY THE BEGINNING. BESIDE THE FIRST SOLITARY CUBE ANOTHER CUBE RISES IN SOLIDARITY. EACH TIME A CUBE IS DESTROYED MORE CUBES RISE IN A SEQUENCE OF 1, 3, 5, 8 AND FINALLY 13, A FIBONACCI SEQUENCE. 13 TO MEMORIALIZE NOVEMBER 13TH AND THE 130 WHO LOST THEIR LIVES THAT DAY. WHAT'S DIFFERENT IS THAT THIS MEMORIAL IS NOT SOMBRE BUT INSTEAD CHOSES TO ILLICIT A CELEBRATION OF DYNAMIC EMOTION.
TO BRING MASERATI BACK TO AMERICA AFTER A DECADES LONG ABSENCE REQUIRED SOMETHING DIFFERENT. IT REQUIRED A LASER-FOCUSED POSITIONING AND IMAGERY THAT SPOKE TO THE LEADER/AFICIONADO VS THE FOLLOWER/ENTHUSIAST. MASERATI IS A STORIED ITALIAN MARQUE ESTABLISHED IN 1914 BY THE BROTHERS MASERATI. OUR POSITIONING IDENTIFIED THE AUTO CONNOISSEUR AS OUR TARGET WHO APPRECIATES THE HERITAGE AND BADGE VALUE OF THE MASERATI VS MERE PERFORMANCE.
WHEN BRAZILIAN SHAPEWEAR BRAND, SQUEEM, TURNED TO US TO REDESIGN THEIR BRANDING AND WEBSITE, WE ALSO SAW IT AS AN OPPORTUNITY TO CREATE ENGAGING CONTENT FOR THEIR PR, SOCIAL, AND ONLINE CHANNELS. DIRECTOR SCOTT BRASHER CAME ON BOARD TO CAPTURE EXCLUSIVE BEHIND-THE-SCENES FOOTAGE OF OUR PHOTOSHOOT WITH MILES ALDRIDGE, IN THIS FUN AND SENSUAL CLIP.
HAVE CANDY, NEED NAME. THE UNREAL PROJECT STARTED WITH A UNIQUE IDEA BY 14 YEAR-OLD NICKY BRONNER WHO ASKED THE SIMPLE QUESTION: DOES CANDY HAVE TO BE BAD FOR YOU? AFTER MONTHS IN THE KITCHEN AND A LOT OF FORMULATIONS HE CAME UP WITH HIS ANSWER: NO, AND A HEALTHIER BRAND OF CANDY WAS STARTED. LESS SUGAR, NO ARTIFICIAL COLORS, NO PRESERVATIVES, NATURAL SWEETNERS, AND NO JUNK. ALL NICKY NEEDED WAS A NAME. THAT'S WHERE WE CAME IN. AFTER SPENDING A WEEKEND IN BROOKLYN WITH NICKY'S TEAM WE CAME TO THE CONCLUSION THAT ALL THOSE REAL INGREDIENTS MADE FOR A TRULY UNREAL TASTE... AND A BAR WAS BORN.
TO EMBODY THE PRINCIPLES OF HOWL GROUP AND IN KEEPING OUR 'HEARTS OPEN WITH LOVE' WE CREATED A PRODUCT LINE FROM OUR HEARTS OF CUSTOM-EMBROIDERED HATS AND TEES. THESE HAVE BEGUN TO AMASS A CULT FASHION FOLLOWING AMONGST LOCAL ARTISTS, DESIGNERS AND PHOTOGRAPHERS IN BROOKLYN AND BEYOND. THE LINE IS A WAY FOR US TO STAY CREATIVE AND COLLABORATE WITH OTHERS WE ADMIRE IN AN OPEN-MINDED AND FRESH NEW WAY.
LUXURY BEAUTY LINE LA PRARIE WAS IN SEARCH OF A WAY TO MAKE ITS NEW PRODUCT LAUNCH GOLDEN. SO WE GAVE THEM THE GOLD TREATMENT BY CREATING A SUMPTUOUS AND RICH GLOWING WORLD WITH LAYERS OF VIBRANT, GOLDEN HUES AS THE BACKDROP TO THEIR CHROME AND GOLD-RINGED JARS AND TUBS. THE EFFECT WAS ASCENDANT AND MADE FOR A LAUNCH THAT SHATTERED ALL EXPECTATIONS.
A LEGENDARY ARTIST REQUIRES A LEGENDARY SCENT, SO WE DESIGNED "BRUCE BY BRUCE SPRINGSTEEN" TO BE A ONE-OF-A-KIND FRAGRANCE WITH A TRUE PURPOSE: TO REBUILD THE JERSEY COASTLINE AFTER HURRICANE SANDY WITH PROCEEDS FROM THE SALES, BOTH CHARITABLE AND ICONIC. FROM THE WHISKEY FLASK TO THE TOP, STYLED LIKE THE VOLUME KNOB OF HIS TRUSTY TELECASTER THIS FRAGRANCE WAS MADE TO TAKE YOU ON THE ROAD TRIP OF A LIFETIME DOWN THUNDER ROAD.
JENNIFER FISHER WANTED SOMETHING DIFFERENT TO SUBMIT FOR HER CFDA BRAND BOOK, SO WE CRAFTED A STREET LUXE LOOK, TONE AND FEEL SHE COULD OWN.
HEINEKEN LAUNCHED THE NEW KEG CAN TO HIGH PRAISE IN NORTH AMERICA, BUT SOON REALIZED THAT 'KEGS' HAVE LITTLE OR NO MEANING IN EUROPE OR ASIA. THEY WOULD NEED A DIFFERENT APPROACH TO REACH THOSE MARKETS. SO, WE CRAFTED A COMMERCIAL THAT CELEBRATES THE DESIGN OF THE NEW KEG CAN AS A REINCARNATION OF A SUPER CAR, THE SALEEN S7. THE COMMERCIAL QUICKLY BOOSTED SALES, ALLOWING THE KEG CAN TO BE REBORN IN A RELEVANT WAY OUTSIDE OF THE US MARKET.
FOR CHAMPION'S LATEST SOCIAL CAMPAIGN, WE ENABLED CONSUMERS TO LOOK INTO THE LIVES OF REAL CHAMPIONS: EXTRAORDINARY EVERYDAY ATHLETES THAT LOVE SPORT, LIVE LIFE TO THE FULLEST WHILE MAKING A DIFFERENCE IN THE LIVES OF OTHERS. TAKE A CLOSER LOOK AT THEIR INSPIRING STORIES.
WARHOL PROTEGE, CHRISTOPHER MAKOS, LENSED THE DOWNTOWN ART SCENE IN THE LATE 70'S AND 80'S, SHOOTING GLITTERATI LIKE DEBBIE HARRY, JACK NICHOLSON, SALVADORE DALI, JOHN LENNON, ANDY WARHOL, CALVIN KLEIN, LIZA MINELLI, STEPHEN SPROUSE AND MORE. MOVING FLUIDLY FROM THE NYC ART WORLD TO THE LA SKATE SCENE, WE WORKED WITH CHRISTOPHER TO FLESH OUT A BOOK DESIGN OF HIS EARLY 80'S SKATE PHOTOGRAPHY.
GIVENCHY PLAY WAS LAUNCHED WITH A UNIQUE, IPOD-LIKE FLASK IN THE EARLY 2000'S, BUT STARTED TO FEEL DATED AS TECHNOLOGY QUICKLY EVOLVED. SO WE TEAMED THE FRAGRANCE UP WITH AN EVERGREEN ICONIC CELEBRITY, JUSTIN TIMBERLAKE, AND MODEL NOOT SEEAR TO CREATE A DISRUPTIVE COMMERCIAL FOR EUROPEAN MARKETS. LEVERAGING THE IPOD-LIKE FORM FACTOR, WE VISUALIZED THE FRAGRANCE FLASK AS A REMOTE CONTROL FOR ALL THE LIGHTS IN PARIS. NOW THAT'S HOW YOU PLAY.
CAPITAL ONE NEEDED TO BREAK OUT OF THE PACK WITH A POSITIONING AND CAMPAIGN THAT WOULD DISRUPT AND DELIVER. WE CREATED 'WHAT'S IN YOUR WALLET?' TO CHALLENGE THE CONSUMER AND PUT OTHER CREDIT CARD COMPANIES ON NOTICE. THERE'S A NEW KID IN TOWN CALLED CAPITAL ONE, OFFERING MORE REWARDS, ROBUST FRAUD PROTECTION AND BETTER RATES.
WHAT DO YOU SEE WHEN YOU LOOK IN THE MIRROR? WHETHER YOU'RE A CELEBRITY OR NOT, WE ALL HAVE TWO SIDES TO US THAT ARE CONSTANTLY FLIRTING WITH ONE ANOTHER. WE CRAFTED THE POSITIONING TO REFLECT THIS TRUTH BY BRINGING TO LIFE THE DARK AND LIGHT SIDE IN ALL OF US, IN A SEDUCTIVE CAMPAIGN USING THE GLAMOROUS UMA THURMAN AS OUR MUSE.
WE LOVE TRYING SOMETHING DIFFERENT, SO WE PUT JUSTIN BIEBER IN ZERO GRAVITY FOR HIS FRAGRANCE LAUNCH. IT WAS AN UNFORGETTABLE EXPERIENCE THAT HELPED LIFT SALES TO RECORD BREAKING HEIGHTS.
IKEA SOUGHT TO INCREASE ITS PRESENCE IN NORTH AMERICA BUT HAD A PERCEPTION PROBLEM. SEEMS THAT FOLKS FELT IT WAS A FAST-FURNITURE COMPANY, POPULAR WITH THE COLLEGIATE SET, BUT A LIABILITY WITH WORKING ADULTS LOOKING TO PURCHASE QUALITY PIECES. OUR REPOSITIONING WENT BACK TO THE FOUNDER'S CONCEPT, INGVAR KAMPRAD, WHO SIMPLY ASKED WHY CAN'T BEAUTIFUL FURNITURE BE MORE ACCESSIBLE? IT WAS A REVOLUTIONARY IDEA. IKEA, AT ITS ESSENCE, IS AN IDEAS COMPANY. HENCE, THE NEW POSITIONING: IDEAS. FURNISHED. ALL VISUALIZED WITH DISTINCTLY BEAUTIFUL "UN-QUIRKY" IMAGERY.
WE CREATED A NEW FRAGRANCE FOR AN ICON. STVI IS THE NEW SCENT FOR WOMEN BY STEVIE NICKS. THE ORIGINAL GYPSY WATER, STVI THE FRAGRANCE, IS 2 PARTS FREEDOM, 1 PART ENERGY AND ALL PARTS LOVE. CAPTURED IN ORGINAL GLASS FROM MOUNTAINS OF NORTHERN INDIA THE FRAGRANCE EVOKES MYSTICAL MOMENTS THAT FREES YOUR CREATIVE ENERGIES AND CAPTURES THE WINDS OF WONDER.
WE CREATED A VIDEO THAT REPOSITIONS & REFRESHES THE MICROSOFT BRAND IN CANADA. THE CHALLENGE WAS TO ELEVATE THE FUN FACTOR FOR A BRAND THAT FELT RESTRAINED IN RECENT YEARS. THE NEW POSITIONING WAS SO WELL RECEIVED, IT MAY FIND ITS WAY INTO THE LARGER NORTH AMERICAN MARKETING CAMPAIGN FOR MICROSOFT.