Univar - Chemcentral B2B Merger Ad

How many times have you seen an ad announcing a corporate merger that shows the confident handshake, the overhead view of the smiling employees (guaranteed to be stock photography), or two steroid-enhanced logos? When Worker Bees was asked to do just such an announcement ad for Univar and Chemcentral--enormous industrial chemicals distributors, we thought about the audience: Men in manufacturing. Hence, our answer was to portray the "we're all in this together" message using unmistakable symbolism every guy (and gal, for that matter) would quickly understand. Oh, a footnote: Our client, Univar, now has post-merger revenues of $8 billion--making it roughly the same size as Nordstrom.