ICM is a company that specializes in building and maintaining ethanol plants. They’re one of the largest companies in their field. But, as they grew they had lost sight of their mission statement.
These ads were made to reinforce their commitment to stewardship, quality and responsiveness. The concept was to make it somewhat child-like; a style that lent itself to a certain type of optimism that paired perfectly with the message, and differentiated them from their competitors’ advertisements.