I was asked to create this year's campaign for Business Marketing Association for the Minnesota chapter. One thing kept popping up: there is a perception that business to business is somehow not as progressive, creative, or driven as their consumer counterparts. I wanted to call attention to this in a full-frontal way and inspire B2B marketers to push the envelope and see their roles as important, relevant and creative. This organization gives them the tools and network to push beyond the typical and into the extraordinary. Budget was next to nothing, so message was king.