Name of campaign: “GTS Worldwide Launch”
Launch date: January 2010
Creative credits: Creative director, copy: Jeff DeJoseph; creative director, design: Jeffrey Steeper; production: Scott Pitinsky; site development: Neil Voss
Why we liked it: What we loved about this campaign the most was the photography. We're assuming Crawford Global Technical Services used stock photography, but the unity of the photography across the campaign plus the large, industrial scale of the images made this effort truly stand out. Some of the gorgeous photos we found equally arresting and appropriate for the message (which was that Crawford GTS was a world leader in high-end strategic loss management): a shot of a half-built dome with the low sun shining on it, windmills arrayed against a blue-back threatening sky, a rail yard tinged with the bronze of a setting sun, a container ship with a tiny merchant sailor in the corner of the shot. Because the images have such large scale, they helped convey the message that Crawford GTS could handle big jobs for its customers. The only downside in our eyes was the black background and white type. We hate reverse type.