I wrote three words a 90 billion dollar company would hang their hat on for a few years:

The tagline "United Problem Solvers" solved UPS's need for a campaign that demonstrated how they do WAY more than just ship cardboard boxes filled with stuff.

It laddered up to some smart strategic thinking Ogilvy's brand planners had constructed. Centered around an up-for-grabs market of entrepreneurs and small business owners. And after every conceivable pressure test, whether legal, emotional - we sold it through.

Under the creative leadership of Ogilvy GCD's Chris Curry and Jerry Dugan, we rolled out a 360/integrated campaign over the next 3-4 months.

Our campaign went on to win multiple EFFIES for Brand Revitalization. More importantly it gave the whole creative unit something to sink our collective teeth into.

These :15s UPS MICROSTORIES are the brainchild of me and my partner Daniel Edelman. We pitched them as “short useful ads that get to the point.”

Each microstory shows a customer problem and a UPS solution. Quick and efficient. Just like UPS.

Here are a few of them. They ran extensively as digital ad units. And also served as guidance for UPS's different global market partners so they could make their own microstories.

Know anybody that needs to keep a vaccine cold in transit?