This was a process, the company presidents goal was to remake from the ground up how people felt about the company he had just taken over. It was going to be a job internally and externally. This campaign was developed to run in print and digital, his goal was to have his peers stop him on the golf course and say “Wow, we saw your ads.”, give a since of superiour quality and innovation, and feel different than any advertising that was happening in the industry at that time. He was approached on the golf course several times and it definitely got people to stop and look as they quickly scrubbed these magazines.