The problem: HVA (High Vacuum Apparatus) had not advertised in years and their market share was not increasing. They wanted an image in the marketplace to bolster sales.
The solution: We created our "famous pictures" campaign. The headline of "We've always been in the picture, we're just not famous yet" was used with a famous image of Napoleon, graphically retouched to be holding an HVA vacuum valve. Initial feedback about the campaign was very positive, but the client decided not to create additional famous pictures because the market tanked. (We recommended increased advertising during market lulls, but often times marketing dollars are slashed first).