Simplify the complex. And bring personality and a contemporary sensibility to Boeing. These were some of the objectives behind this integrated media effort to shift perceptions about Boeing Commercial Airplanes (the manufacturing and sales operation of The Boeing Company). Taking a reductionist approach, the project began with the delivery of Global Positioning Statement to unify all executives’ presentations and pitches to media. These ideas were then expanded on in a 60-page book that conveyed the brand promise, values and unique attributes of BCA to a diverse audience of employees, partners and customers around the world. Creative Director: John Burgess. Produced with Pravda Studios.