Qorvis Communications approach to the launch of Huntington Ingalls Industries (a company spun off from Northrup Grumman) was to make a real splash (pun intended) in a very staid industry. The new company combined two legendary names in shipbuilding—Newport News and Ingalls Shipbuilding—with 125-year legacy of building the best military ships ever put to sea. But no one had ever heard of Huntington Ingalls.
Clearly the typical defense ad with an image of military folks on the deck of a ship and a long-winded headline just wasn’t going to cut it, or cut through the clutter.
The client agreed. New company. New vision.
From there a “Legend Reborn” was created.
Taking inspiration from retro navy poster art, we created an ad with a vintage Americana feel. The illustration invokes the same sense of power and wonder that the actual ships being created by Huntington Ingalls do. Also key, keeping the headline short and the body copy powerful and punchy, driving people to the website to find out more.
The ad generated incredible and has propelled Qorvis to Agency of Record for Huntington Ingalls—a company we’re proud to represent.
By Cassie Elliot