The Global Leadership Summit, one of the largest leadership development events in the world, came to OX for an integrated campaign. For “leader-types,” the Summit had become the can’t-miss leadership event of the year. But that word “leader” can cause some people to self-select out, assuming that the GLS was built for captains or coaches or CEO’s - but not for them. OX was tasked with creating a breakthrough campaign to reframe the concept of leadership, and garner a new segment of Summit attendees.
CREATIVE DIRECTION, ART DIRECTION, FILM, DESIGN, COPYWRITING
OX partnered with the Willow Creek Association (hosts of the GLS) to create a multi-dimensional campaign leveraged on web, social, and at live events. The campaign put influence front and center in each of three unique concepts. To keep the message accessible, OX leaned in to the power of the tangible and the ordinary throughout, relying on paint, thread, and warm, relational moments as the visual palette of the campaign, and presenting them in a way that elevated their value.
To connect with a broader audience, the Summit needed to emphasize what we all have in common: influence. Not everyone thinks of themselves as a leader, but everyone has influence, and influence is worth developing.
The campaign launched with “Marks of Influence,” a short video piece built on the subtle but important ways that we all affect each other. Market research informed key demographic choices throughout the piece, which strategically emphasized the often-forgotten moments when our influence matters most, leveling the playing field and inviting everyone in.
To reveal the speaker lineup, OX commissioned custom portraits of all 13 keynote speakers, then gathered the painters and their work in a loft-space for an all-day shoot. The deliberately softer touch of the paintings paired perfectly with shots of the painters themselves adding brushstrokes and details, subtle imperfections keeping the feeling open and accessible.
The shoot served triple-duty, producing a wealth of assets for social media as well as intro videos used at the live event itself, maximizing value for the client and enabling seamless consistency across the campaign.
Finally, “Threads of Influence,” took an avant-garde visual approach to explore the connections that extend from each person to the world around them, with an intentionally worded script that elevated brand values and highlighted compelling testimonials from previous attendees. The content served as a compelling ad for web, as well as the base for an integrated fundraising pitch during the live event.