INOXCVA, a global leader in vacuum insulated cryogenics equipment, wanted to create an international campaign enhancing awareness among stakeholders. Taking an in-depth analysis approach, we gave a positioning that was designed for leadership. Our creative team aptly encapsulated this strategic insight in through a positioning statement, “Leadership by design”, which became the spearhead of INOXCVA's global ad campaign in phase I. In phase II, a series of application ads highlighted the impact of INOXCVA's cutting edge solutions across industries, around the world.