In the series Inside the Campaign, the 4A’s features creative work from its member agencies. Here, HMH takes you inside its campaign for Meritor.
Campaign: Run With the Bull
Meritor, a global supplier of drivetrain, mobility, braking, specialty and aftermarket solutions for the commercial vehicle industry, had a good problem. The century-old company had a solid reputation and the start of a great brand. They just needed to make it bigger and bolder—like the winged bull that graces its logo.
Through in-depth research, we created a brand position reflective of the company’s unstoppable strength and engaging rallying cry, “Run with the bull.” We then brought the position to life with a powerful campaign that highlighted the benefits of trucking with a leader.
The work ran on smart strategy, creativity and design. Elements included a brand video, print and digital ads, trade show materials, a brand manifesto and more. Because the best brands are built from the inside out, we also created an extensive rollout for internal audiences, which included a campaign backgrounder, messaging matrix and a campaign asset kit.
The feedback was positive, immediate and global. Employees were excited to get behind a company that stood for something powerful, and consumers created buzz about the work’s undeniable impact at the trade show and beyond.
- Creative Director: Shawn Kelley – HMH
- Creative Director/Copwriter: Steve Cox – HMH
- Associate Creative Director/Art Director: Patti Bateman – HMH
- Project Management – Julie Ditter, Paula Phillis – HMH
- Media Director: Jenn Hausman – HMH
- Account Service: Cindi Elsom, Ed Herinckx – HMH
- Brand Strategy: Denise Hollingsworth – HMH