To differentiate itself against a wave of lower-priced, knockoff competitors, Fluke (the world leader in industrial test, measurement and diagnostic equipment) hired our GLG team to develop a brand campaign and concept that emphasized the quality of Fluke equipment. Through discovery, we learned that most of Fluke’s product innovations came from user input and feedback. From here, the creative team of Senior Copywriter Graeme Hanson and Art Director Ben hall developed a great positioning line; Based on you, built by Fluke. The campaign had two tracks; one featured original portraits of Fluke customers in a real-world, on-the-job style. The other showcased Fluke products and highlighted new innovations. When you make the audience the hero in an authentic way, it creates an emotional connection with the brand.