3M wanted recruitment ads.

The problem was simple. Nobody knows what 3M actually does.

So before we could recruit anyone, we had to tell them something. That 3M is involved in nearly everything. NASA. The NFL. Hundreds of thousands of places in between. Their logo is everywhere — usually tiny, usually unnoticed, always there.

So that became the idea.

Big, bold ads for social and print. Each one telling the story of where you could find that logo. And why you might want to be the person behind it.

A recruitment campaign for one of the most innovative companies in history. That started by admitting most people had never heard of them.