Ready For Work

When we create this campaign LED lighting was seen as unproven, unreliable and given to poor light quality. We needed to dispel industry myths around LEDs and prove the unique value of combining computer and lighting expertise. 

combination that very few could brag about besides Toshiba. 

This campaign resonated within the industry and built confidence in Toshiba as the go-to brand in LED Lighting. It consisted of traditional and non-traditional trade solutions living online, in print and in the real world.

My Role

Strategy, Planning, Writing, Creative Direction




Team Members

Ready For Work

Jesse Brass - Art Director

Matt Brass - Art Director

The one glaring advantage Toshiba held was the confidence that company already held with businesses and consumers in lighting and computer technology. This fact would support a claim that no one else had been able to run with.

The campaign was launched with a focus on Lightfair International where Toshiba made a big splash with unique group gatherings created from the "Ready for Work" platform.

The platform helped put Toshiba on top, exactly where they belonged in the LED lighting world. It was a strong singular message delivered in playful and unique ways that helped Toshiba LED MeanMore.

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