'Boldness changes everything' - Arcelor Mittal Brand/Logo launch

Stefan Schwarz writes,

The new ArcelorMittal advertising campaign, "Boldness changes everything", has just been launched across the globe. Starting June 4, the new ArcelorMittal brand is being introduced to the general public through an extensive advertising campaign answering the following questions: At ArcelorMittal, what do all 320,000 employees stand for? What do we believe in and how does that make us different?

At ArcelorMittal, our role is to transform tomorrow by being committed to setting globally recognised standards and by managing our growth with the needs of future generations in mind. How do we achieve this ambition? By being bold.

The campaign’s spirit is meant as an invitation to others. The ads created by the TBWA agency depict famous innovations and adventures that transformed the world for the better but would not have been achievable without boldness.

Watch the Brand launch here.