When UK business travel management company Reed & Mackay approached Chapter they had a clear brief. They wanted us to help change the perception of who they were from a purely British business to a global player. After an exhaustive question-and-answer session – involving everyone from the boardroom to the frontline – our findings revealed a simple, honest, truth 'We can do the impossible'. This, in turn, inspired a campaign that put people right at the heart of their communications and brought their extraordinary levels of service alive. We even went as far as to commission a fine art photographer to ensure the portraits we captured delivered the power and intimacy we wanted. The result was a campaign that helped transcend language and culture and reinforced Reed & Mackay as a confident force in the sector.