Despite being a Fortune 500 company leading North America in electrical, communications, data networking and industrial product distribution, Graybar was having an identity crisis — when people saw their name out in the world, no one knew what they did, and their core audience (contractors) weren’t aware of everything they did. How could we distill their complex capabilities into a simple, memorable campaign?

Through a modular video and radio campaign, we answered any customer question before it was asked: “Yep. Graybar does that.”