Whitty Worldwide is an elite team of highly trained
creative professionals who live or die on their ability to
surprise people, cut through the crap and do the impossible.
We deliver big, bold, game changing ideas without the overhead
and complicated, time wasting process you'll find in most agencies.
Whether you need a broad reach fame building campaign,
or a targeted message people find engaging and useful -
we are ready to take your brief.
Whitty Worldwide is an elite team of highly trained
creative professionals who live or die on their ability to
surprise people, cut through the crap and do the impossible.
We deliver big, bold, game changing ideas without the overhead
and complicated, time wasting process you'll find in most agencies.
Whether you need a broad reach fame building campaign,
or a targeted message people find engaging and useful -
we are ready to take your brief.
Micron
Our Future Starts Here
The brand rejuvenation of a technology giant.
Tau Beta Pi: The oldest national engineering honor society in the USA.
Full Story | Overview
Micron was founded in 1978 by three engineers in the basement of a dental office in Boise. Today, the firm is one of the three largest producers of the memory chips that help store and access data in smartphones, computers and the servers training generative AI.
We were tasked with addressing the fact that Micron's brand was significantly undervalued when compared to other tech leaders.
Microchips ultimately re-shaped the future, but, the semiconductor industry's public image hasn't evolved since the 1960's.
After attending a week long series of corporate marketing briefings at Micron's HQ in Boise, Idaho, we discovered the company's 'brand character' had become lost amidst years of boring ingredient ads.
Instead of trying to address every brand metric at once, we focused on one of the CEO's key strategic imperatives: tackling the critical shortage of talent in the semiconductor supply chain. By simplifying the problem, we were able to get very specific about the attributes we wanted to shift:
"Amongst a new generation of brand savvy STEM students, the semiconductor industry is perceived as being a stale and soulless manufacturer of a commodity."
Deloitte Global Semiconductor Outlook
Micron's Gurtej Singh Sandhu has racked up more US patents than Thomas Edison.
Our partners at Micron's in-house Studio were intrigued, and they invited us to take a factory tour in Boise. During our visit we were shown a visually stunning wall listing thousands of patents. On close inspection, one engineers name popped-up again and again.
Gurtej Sandhu had earned more US patents than Thomas Edison, and he has three things in common with the idealistic young students we were hoping to engage. His curiosity, ambition and tenacity are off the charts.
Duly inspired, we persuaded the celebrated astrophysicist and science communicator, Dr. Neil deGrasse Tyson, to record a series of short brand positioning films, and he kicked-off the resulting ad campaign with an inspirational rallying cry to Micron's 45,000 employees.
As a result of celebrating creativity and unstoppable determination, we reconnected Micron to their core values.
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The campaign moved the brand from being seen as an engine of consumption to a catalyst of possibility.
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Staff morale was boosted during the COVID-19 pandemic.
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To-date, Micron has been placed on the Best Workplaces list in the USA, Germany, Italy, Japan, Singapore and Taiwan.
Source: Interbrand and Great Place to Work®
"Whitty is a seeker of the fundamental truth. He absorbs huge amounts of complex information and reduces it into something simple, meaningful and motivating"
Sanjay Mehrotra, CEO
Services
Brand Strategy
Digital, Print, Outdoor
Content & Social
Design, Video, Events
Client
Sanjay Mehrotra, CEO
Delphine Lemaitre, Marketing
Collaborators
Linda Halverson, Micron Studio
Eric Barth, Micron Studio
Alfred de Varona, Micron Studio
See other work
