Background_
Big ships weren’t making a big enough impact.
Matson, a leader in shipping since 1882, was known for its large cargo ships and for running “big ship” ads to showcase its impressive container vessels. However, competitors began running similar ads featuring their own ships. MVNP suggested putting the spotlight on Matson employees to humanize and differentiate their brand.
Insight_
Matson’s people are more than shipping experts.
Matson isn’t just a faceless shipping company. Matson cares because its dedicated team members are deeply rooted in the local communities they serve.
Solutions_
From operations and logistics to scuba and taiko.
Through a series of print ads in industry publications, we showed how Matson cares about the people of Hawai‘i, Alaska, and Guam by spotlighting team members in their communities pursuing their passions beyond work. We helped ground and humanize Matson by showing their employees as neighbors who care about and give back to the places they call home.
Channels_
Print, Social Media
MVNP's Roles_
Creative Development, Social Media, Media, Production, Account Management
