Lucent Technologies was a delightfully straightforward task. Very little research revealed a clear picture of a company whose history had been marked by achievements and technological innovation attained through painstaking research and development. The "1st" campaign seemed a natural way to talk about a company with such a long list of discoveries to its credit. A series of ads, proud but not boastful, drew attention to the company's many technological advancements. The last headline in the series asked futuristically: "What will be first, next?"
Print Ad
