Verantis wanted to showcase the availability of on-staff chemical engineering expertise and asked us to think about how we would do that. We elected to do so with lava lamps and VW buses, of course. It seemed an amazing stroke of luck that Verantis’ on-staff Chemical Engineer was named, truly, Woodrow Wilson West. Woody knows everything there is to know about industrial fans and blowers, and also happens to have a lot of personality. We created a “Wisdom of Woody West” campaign to showcase his real world expertise in a fun and memorable way. We used postcards, e-mail blasts, and digital display ads to drive traffic to a lead-generating microsite featuring an animated presentation.