Mower harnesses the adaptability of nature in powerful integrated campaign for ABB


The agility of a hummingbird as it changes direction mid-flight. The collaboration of a colony of ants. The 360-degree vision of a chameleon. These examples of nature’s adaptability form the core of a bold, provocative integrated campaign by Mower to help global technology leader ABB launch a new methodology: Adaptive Execution™.

One of the largest independent marketing, advertising and PR agencies in the U.S., Mower was tapped by ABB to introduce a single, streamlined execution for major capital investment projects. The new agile approach was designed to help energy industry customers adapt to challenging market conditions and launched amid the global disruption brought on by the COVID-19 pandemic. 

Tasked with taking a complex methodology and making it tangible and compelling, the Mower team created a concept that put technology in the context of the natural world, using extraordinary imagery of various organisms at work to illustrate the five core attributes of Adaptive Execution: vision, effectiveness, collaboration, agility and efficiency. From this concept, the team built a multichannel, fully integrated global campaign spanning a landing page, digital advertising, print advertising, social, an email campaign and video.

For a virtual launch event last fall, Mower envisioned a “zooquarium” environment to showcase how the animal world reflected the attributes of the ABB solution, then worked with Hidden Creative LTD. in Manchester, U.K. to help bring that vision to life in an interactive, three-dimensional experience. The virtual ABB Adaptive Execution™ lab allowed guests to view demos and explore the highly evolved project management solution by navigating rooms inspired by the campaign’s five featured animal wonders. Similarly for the video, Mower developed concept as well as the writing and photography, then worked with Atlanta-based FUGO Studios to pull it together for a theatrical result. A third collaboration involved Sudden Impact Marketing, based in Ohio, which partnered with ABB and Mower to produce brochures, an infographic and sales enablement materials.

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About Mower
Mower is a digitally integrated independent marketing, advertising and public relations agency with professional staff in New York City, Los Angeles, Chicago, Miami, Atlanta, Boston, Charlotte, Cincinnati, and Buffalo, Rochester, Albany and Syracuse, N.Y. Mower delivers strategic insights and counsel, digital solutions, smart creative and award-winning results to clients in a wide range of industries and service sectors. It has earned top industry accolades from Clio, Cannes and ANA B2 awards and is the only full-service agency ranked in Ad Age, B2B Marketing, PRWeek and Chief Marketer. Mower is part of two global agency networks—thenetworkone and IPREX—as well as the 4A’s.

Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.

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