GCI’s new creative platform celebrates Alaskans’s perseverance

9/19/2024

Work

by Cossette

“GCI started in a van. 45 years later, they’ve brought Internet to the farthest reaches of the state with a network that spans more than 10,000 miles. Our goal was to create a new platform that lived up to that wild level of ingenuity, honors the bravery of living in Alaska and positions GCI as a brand as daring and non-conformist as Alaskans themselves.”

Michael Pal, Associate Creative Director at Cossette

In Alaska, survival is more than just endurance—it’s about a defiant spirit, especially when it comes to staying connected. That’s where GCI’s new platform, Wildly Ingenious, comes in, capturing the resilience of Alaskans.

We built the platform from a simple truth: no other network has taken on the connectivity needs and challenges faced by Alaskans like GCI and its inventive, trailblazing workforce. The new platform signals a change in approach and looks to bring a new direction and cohesion to GCI’s marketing efforts to help defend its leading position in a highly competitive market.

The launch campaign spotlights a hidden lab nestled deep in the Alaska Range, where creative minds and cutting-edge tech combine to keep Alaskans connected, no matter the wild conditions. The lab’s tests echo GCI’s real-world milestones — from reaching 97% of Alaskans to connecting the world’s most remote communities.

Starting September 16th, the platform will roll out across Alaska, leveraging multiple touchpoints, including print and out-of-home airport signage, as well as content for radio, television, digital, and social media. And this is just the beginning—stay tuned for more exciting launches like GCI+!

Credits

Client: GCI

Chief Marketing Officer: Kate Slyker Director, Marketing Campaigns: Jared Shary Director, Business Marketing: Jessica Taft Marketing Campaign Manager: Kelsie Bates Manager, Marketing Communication & Content: Nikki Moss

Agency: Cossette

Chief Creative Officer: Driscoll Reid Group Creative Director: John Osborne, Pierre Chan, Michael Mayes Senior Art Directors: John Larigakis, Adam Ramsdale, Shona Massey Senior Copywriters: Michael Pal, Alexandra Bonder, Geordie Wilson Chief Strategy Officer: Subtej Nijjar Senior Strategy Director: Paige Anderson Strategy Director: Olly Owen Business Director: Rebecca Geheran, Poppy Brookes Senior Director, Business Leadership: Erin Pongracz VP, General Manager: Robyn Smith

Production agency: MCW

Director: Mike Maguire Executive Producer: Geoff Cornish Line Producer: Erik Wilson Production Coordinator: Robyn Lay

Production company: Suneeva

Director: Mike Maguire Executive Producer: Geoff Cornish Line Producer: Erik Wilson Production Coordinator: Robyn Lay

Media agency: Jungle Media

VP, Media Director: Josh Tebbutt Group Director, Strategy: Andrew Grant Media Planner: Christina Bourhill