British Steel is launching a rebranding campaign through Court
Burkitt & Company and BBDO Amsterdam as it unveils its new identity.
The move follows the merger of British Steel and Koninklijke Hoogovens,
the Dutch steel company, to form a new global group called Corus.
The press campaign, which will run in most national newspapers on 7
October, consists of three linked pages. The first two are teasers and
the third a reveal.
The ads were art directed by Court Burkitt’s Phil Howells and BBDO’s
David Modijefsky and written by Court Burkitt’s creative director, Jon
Canning. Ashton Keiditsch is the photographer and the new identity was
devised by Enterprise IG. Media in the UK is by Court Burkitt.
Julian Calderara, the managing director of Court Burkitt, commented: ’We
wanted the launch to express the optimism and energy of the new company.
The teasers tell the story that the company is already a major player in
the car market and in aerospace.’