ICE/Expedition
A leadership narrative for the infrastructure sector
Sectors
Sustainability & Infrastructure
A Presidential documentary
ICE’s annual presidential inauguration is not simply ceremonial. It sets the tone for how the UK infrastructure industry understands its future. In 2021, Wind & Foster was asked for the third year running to help reframe this moment.
Defining productivity
We responded with a leadership film that didn’t just define productivity — it interrogated it. Our goal was to provoke a deeper conversation about growth and the urgent need to rethink what progress looks like in a post-carbon economy.
Targeting the right voices
Our 2021 campaign was primarily speaking to the civil engineering community, but not necessarily just the technical specialists. Our key audience segments were elder statesmen – almost all men, who have worked in the industry for decades and who have not yet woken up to the urgent need to address climate change.
Watch the inauguration film
The campaign elevated the ICE’s positioning and influence on government policy. It was an intricate, detailed project. Meticulous planning and direction of high level contributors, locations and cinematography all combined to deliver a compelling inauguration that met ICE’s goals.
Working with the ICE President
We worked closely with the incoming ICE President, Ed McCann, to develop his tone of voice, the his style, script and production to ensure ICE’s progress is not only clear, but authentic to its new President, and immediately understood by everyone, not just engineers.
Our legacy
The ICE has a well earned reputation for being a leader in the built environment and Wind & Foster has been accompanying them on that journey since 2008. In the last seven years, we have supported the ICE in a 5 year phase: transitioning to a singular priority: net zero.
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