Situation: Launched Axis IP surveillance cameras in the US. This goes back to a time where we were at the forefront of promoting the widespread use of cameras across the nation for security and investigation.

Strategy: Built a story around the transformative possibilities that would be unlocked by the ubiquity of cameras. 9-11 was the mark at which every top-tier media listened to us and covered the story. We used an ‘imagination series’ in which we asked the media to imagine what could have been prevented if…

Results: Success in helping to shape Axis into the leading surveillance camera company in the world.