AIG offered something that few others did; insurance coverage to companies that posed a high risk. Their bold corporate statement began by recognizing a simple human truth: “Nothing great happens if you don’t take a risk.” So we created a campaign that juxtaposed images with opposing conceptual audio and told a brand story that proved to be both emotional and memorable. And that’s when something really amazing happened. AIG, this giant insurance company located at Wall Street, received letters thanking them for their inspirational message.