Full transparency on this campaign: This was not an idea I came up with while freelancing on a hap pitch. It came years later. We decided to see if an idea could win the day. So my little team and I saw it through. We’re crazy like that.

I never showed the client. It just so happened that strategies changed which included the longstanding and iconic company name, giving the hap acronym the boot. And our great idea was shelved.

A few of us happen to think it’s still worth sharing.

If you need a writer, it just so happens I’m available.