Johnson & Towers
A diesel engine distributor serving diverse markets, Johnson & Towers challenged the agency to unify a fragmented and uncoordinated advertising and promotional presence. After thoroughly analyzing its on-highway, marine, and power generation markets and competitive environments, Graphicus conceived a campaign strikingly different from the usual “nuts and bolts” approach favored by engine companies.
We discovered a tri-athlete whose ambition was to participate in the sport’s major event, held annually on Kona, in Hawaii. Tying the athlete to a new corporate theme – The Power to Keep on Running – we developed a consistent image for J&T, which found its way onto all advertising, collateral, sales and exhibit materials. It also provided an effective hook for publicity, garnering an unusual amount of press-release pickup and articles about the company. In exchange for lending himself to the company’s image, the athlete was sent to Kona.
