Konica Minolta- "Nobody Cares"

As a freelance creative, pitching and winning the Konica Minolta business was a coup - selling through the tagline "Nobody Care What We Do" to a Japanese company was a miracle! Challenged with trying to communicate all the heady stuff that KM does, we sold the client with the analogy that most people really don't care how a microwave actually works - they just care that their food comes out hot. Then we served up the tagline -"Nobody cares what we do because we do it right." They ate it up!