Steel company ArcelorMittal has the trade secret on “transforming tomorrow” (TM). The trick is to be bold.
How do you get bold? Easy: turn “boldness” into an all-purpose euphemism whose outcomes, however suspect, are always appealing. See below.
– Wind+Boldness=Watts.
– Journey+Boldness=Safety. Although I’m sure MADD would heartily disagree.
– Chores+Boldness=Pleasure. And hey. Those snazzy new steel kitchen appliances will look so hawt over your new bamboo hardwood.
– What to do with the old kitchen props? Be bold. Turn them into skyscrapers: End+Boldness=Beginning.
Agency: TBWAParis.
