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Develop a brand campaign for Austal USA (the American branch of Austal, a global ship building company and defense prime contractor ) to run in industry trade publications.
In 2012 Austal USA designed and built the USS Independence to help the U.S. Navy contend with the critically rampant Somali pirate ship hijacking problem. These ads aimed to leverage the success of the Independence to raise the profile of the firm as a global leader in the design, construction and maintenance of revolutionary ships for Governments, Navies and Ferry operators.
The unexpected humorous tone of the ads successfully raised the profile of Austal USA among its other international competitors.