Company: Parker Hannifin Corporation
Company Description: World's leading motion-control technology company engineers motion/process-control devices in aerospace; automation; climate/industrial controls; filtration; fluid connectors; hydraulics; instrumentation; and seals. Sales approaching $7 billion, and employees 14% of the stock (NYSE:PH).
Nomination Category: Advertising
Nomination Sub Category: Best TV or Cinema Ad

Nomination Title: Parker Hannifin: Engineers See the World Differently/Sushi

The date in 2003 on which this nominated ad was first run, aired, or otherwise made public:

August 28, 2003

Briefly describe this nomination’s communications objectives and how it met those objectives (up to 100 words):

Parker engineers & produces motion-control technology to make things work,
capturing value in the engineer-to-engineer relationship (e-to-e); those who specify
motion-control technology for virtually everything that moves. The objective: to
engage engineers by being the first to recognize them as the enablers of
innovation, building Parker brand equity on an emotional level (hence TV). The
campaign was inspired by engineers and runs on cable programs they watch, as
well as via e-mail and targeted web sites. Three spots show engineers inspired to
innovate, using humor to make memorable, positive impressions. Results: >90%
of 600+ surveyed say the ads create "positive feelings about Parker".

List the appropriate creative and production credits for this nomination: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Ad Agency: Brokaw, Inc., Cleveland, OH
Client: Parker Hannifin Corporation
Art Director: Brian Gillen, Brokaw
Creative Director: Greg Thomas, Brokaw
Director: Kevin Smith/Backyard Productions, Los Angeles
Editor: Bob Mori/Coop, Los Angeles