THE CHALLENGE

In 2008 we were approached by Amway Brand Marketing to develop and produce a visual history that told the Amway story of success during its first 50 years. The client was looking for an 8-10 minute inspirational piece that focused on the business plan and the products, revealing the value and quality found in both. Additionally we needed to find the right concept that not only communicated a 50 year history, but demonstrated a consistent, competent and seamless transition of leadership to the next generation; to instill confidence that the first 50 years was merely a launching point for an exciting next 50 years and beyond

… and to do all this in less than 10 minutes.

THE STRATEGY

In meeting with our client leads and examining the core message of Amway’s existence it became obvious that this message had less to do with the offering of quality products and service, and more to do with a consistent offering of hope and opportunity. We needed to breakdown the enormity of the Amway organization, and personalize it with the timeless message of people helping people help themselves. This provides the catalyst for opportunity whether you joined 50 years ago or 5 days ago.

THE EXECUTION

We spent considerable time researching and reviewing the Amway archives for footage. We were looking for statements from the founders and second generation leadership that were the timeless anchors which define the Amway opportunity. Once these clips were acquired, we custom built the framework in which they play. We decided that a unique chronological perspective showing the progression of time, technology, fashion and culture would serve as the most compelling platform for showing the time honored opportunity of this Amway message—a perspective and presentation that is very familiar with Amway leaders and IBO’s. To accomplish many of the visuals, we conceptualized and designed virtual sets, then composited archive material into era-specific scenes. By evoking the endearment of nostalgic elements and watching history unfold, we were able to tell the story without having to be obvious.

The piece truly speaks for itself.

The original request was for the video to play on monitors in the headquarter hallways during the Anniversary tours. As a result, the project was fashioned into 3 versions for global release and was also selected to play as the show opener at the Grand Rapids and Las Vegas anniversary celebrations.