BtoB's Best - Integrated Campaign (more than $200,000): Lockheed Martin

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Lockheed Martin Agency: Keiler & Co., Farmington, Conn. Campaign: “Accelerating Tomorrow” Launch date: May 2012 Creative credits: Creative director: Michael Feinberg; digital creative director: Lucas McHale; copywriters: Gini Kramer, Michael Feinberg; art directors: Danny Mendoza, Michele Hyjeck, Lauren Morel, Lauren Hitzeman Why we liked it: Striking black and white photography coupled with spot-on headlines and sharply written copy add up to a winning campaign to celebrate Lockheed Martin's 100th anniversary. The effort highlights the stirring and inspirational stories of Lockheed workers and aircraft that contributed to milestone achievements in the company's history. Headlines pull readers in and copy discusses the pioneering, sky's-the-limit spirit that helped define the company's past—then links those contributions to the company's present. Humanizing an aerospace and defense company isn't the smallest of marketing challenges, but Lockheed manages to tug a bit at the audience's patriotic heartstrings. It's a good reminder that marketing doesn't need to shock and awe; it just needs to forge a connection with the audience by telling a compelling story.
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