It’s very important to introduce large internal initiatives correctly. If you get off on the wrong foot, you can torpedo the initiative before it even starts. The American Bureau of Shipping is going through a process to migrate their most integral internal software to a different platform. This is a five-year process that will affect the entire organization, from field engineers to upper management. ABS saw the need for this transition to go smoothly and enlisted the help of Pop Video to develop a video campaign surrounding the project. The initial phase was to kick off a naming competition to garner company wide support and involvement. This is a long-term campaign effort that will include many other working parts, leading to the ultimate reveal and implementation.