In 2007, oil and gas prices were ramping up and industry activity was explosive. But Apache didn’t follow the crowd into the same old areas; it liked to buy into where others bypassed. And its strategy paid off. How could we tell the story beyond the numbers?
Origin created a clear message for investors and analysts, getting the word out through both print and online media. Inspired by the superior ability of the Apache tribe to navigate using the night skies, the creative spoke to the relentlessness of Apache employees. It also spoke to the company’s ability to go where other oil and gas companies didn’t—and make money. The campaign’s progressive design, striking photography and compelling story got Apache’s IR efforts noticed in an industry known for playing it safe with the same old same old.