Background:
Following the merger of British Steel and Hoogovens the Corus brand was created to represent a multi-metals technology driven international company.

Scope:
Creative and copywriting across a variety of marketing communications.

Creative Challenge:
To represent Corus as a metal solutions provider, and interpret the new brand values and  author targeted messaging to the automotive, packaging, and architectural metals markets.  To engage a diverse range of audiences including,  engineers, marketers, students, designers and  architects across a variety of marketing  communications.

Big idea:
Making the metal the hero: and using adverbs such as inspiring, enabling and delivering, we represented Corus'  expertise in the development of the qualities of high technology lightweight metals by showing examples of how Corus work in partnership in each market.

Results:
Shifted perception of Corus to a pro-active business.