Once we identified this, we were able to work closely with the client to formulate a creative platform to further shape the campaign in alignment with our campaign goals. With pressure at the centre, we began to link both our strategic analysis with the Key Art to create something intertwined and representative of each other.

Our campaign then moved onto our core campaign narrative: Every Second Defines a Lifetime. Campaign beats spelled out this narrative and resulted in our final Key Art, a full display of strategy informing the creative process.