Chevron
For the next 50 years, two topics will dominate all our lives - water and energy. The chance to hear this conversation from as many different points of view as there are points on the globe was enlightening.
Running the global Chevron account literally took me to the opposite ends of the Earth. Perth, Australia. Almaty, Kazakhstan. Jakarta, Indonesia. Pittsburgh, Pennsylvania. It was an adventure in advertising.
But my favorite campaign wasn't to persuade Australians of the economic importance of our liquid-natural gas projects. Or to convince Indonesians that our expertise would help their economy reach global status. My favorite campaign cast the search for energy in heroic terms.
Fossil fuels aren't a sustainable answer. But there is no denying that the most important prerequisite for lifting a population out of poverty is a ready supply of affordable energy. We need our best and brightest working to solve the biggest issue of our age. So how do you get them to consider an industry that carries so much social and political baggage?
Simple. You dare them to Join The Challenge.