Pitch campaign for Gerber Blades, promoting their military line of knives, multi-tools and lights. A lot of thought goes into this kind of hardware, for instance, the LMFII knife handle is designed to be able to punch through the plexiglass cockpit of an army helicopter if a pilot goes down. The main insight we had when interviewing marines and army personnel is that a knife isn't as much of a weapon as it is a survival tool. This became the main insight for our creative. And inspired the new tag line – survive.