Goat or Gloat: Pilatus

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Company: Pilatus, Stans, Switzerland
Agency: N/A
Market: Chief executives
Quick chase: Black-and-white images can sometimes be compelling because they break through the four-color clutter. But not here. The image of the white-and-gray Pilatus PC-12 NG lies flat against the white-and-gray landscape below. The gray-and-white text is just as nondescript. Rethink the type and pop for color to capture the inherent drama of the product.
Clue: Goat
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