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Can 100 years of diesel engine expertise pave the path for future innovation?

opportunity.

How do you use a 100-year corporate anniversary to celebrate the past, but also show a vision for the future?

solution.

Find the red thread that was true then, and will be true tomorrow –  Cummins’ reason for being. “Challenge The Impossible” has always been at the center of the Cummins DNA – first with diesel in a gasoline world, now with electrification and alternative fuels.

/ client
Cummins
/ project
Corporate Anniversary Activation

more to the story.

Cummins Inc., a global power leader, embarked on an ambitious growth strategy, which happened to coincide with the company’s 100th anniversary. A unique moment to position the company in a forward-looking way and to create awareness, support and engagement with employees and key external audiences. For one short moment, everyone is paying attention. The theme, "Challenge the Impossible" was brought to life for all internal and external stakeholders around the globe. It inspires and demonstrates how Cummins' legacy is the key to its next century of innovation.

team.

creative direction
olaf richter
account + strategy
georgia everse
ana fiorenza
jenni hamiltom
art direction
jorge lamora
janelle key
olaf richter
pete alwan
copywriting
graham button
olaf richter
production
taproot
friends of mine
denver. colorado
denver. colorado