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 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.