Prysmian Group is one of the world’s largest industrial cable manufacturers. But in 2020, they were relatively unknown. Which is why that same year, they acquired a large cable manufacturer, General Cable. This gave Prysmian substantial market share but also a house of disparate brands and much confusion. So, we developed a campaign that would connect the Prysmian brand to products. And illustrate to one of Prysmian’s largest customers—the industrial cable distributor Graybar—that these unique offerings were stronger together. Introducing the Prysmian League, wire and cable heroes keeping the world connected. By positioning Prysmian Group’s portfolio not as a “motley crew” of brands but as a team of heroic products. Each with unique powers to solve whatever challenge an engineer might face. Yet more than products, the Prysmian League was a diverse reflection of the world they strived to make better.

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