Con-way Freight
Pitch campaign for Con-way Freight, a national less-than-truckload (LTL) carrier, introducing True LTL Pricing: a revolutionary but elegantly simple pricing structure that capped the price on large LTL shipments. The concept, "a simple BIG idea," paired Con-way's innovation with three figures known for ideas that changed the world: Thomas Edison, Albert Einstein, and Benjamin Franklin. Three full-page ads carried the campaign for national trade publications. Pitched to Con-way; did not move to print.
A Simple BIG Idea Ad Series
Three full-page concepts anchored by historical innovators whose "simple BIG ideas" reshaped daily life. Each ad bridges from the figure's breakthrough to Con-way's: Edison lit up the world, Einstein energized our thinking, Franklin electrified our lives, and Con-way's True LTL Pricing transforms transportation.
