ArcelorMittal launches its new 'boldness' advertising campaign as of May 21, 2008. In the first wave, four advertisements will appear in such major publications as The Financial Times, the Wall Street Journal and the Herald Tribune.
In 2007, with ArcelorMittal's first advertising campaign: 'boldness changes everything', almost 25 million people worldwide viewed the print campaign, and more than 1 million people clicked on the online banners. In 2008, ArcelorMittal is launching a new advertising campaign which conveys a single message: boldness is the secret ingredient to 'transforming tomorrow'.
The simple equation: 'Today + boldness = Tomorrow' demonstrates the magic of boldness and makes it happen through concrete examples. In the first wave, a suite of four initial advertisements, created by the TBWA agency, will be placed in prominent global publications. The advertising concept is flexible and regionally adaptable. Ads with localised content will be created later in 2008.
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