Agilent, the artist formerly known as HP, makes things that measure other things. In fact, they consider themselves to be the global masters of measurement. The intention of this campaign was to generate awareness in the entire nanotechnology industry that Agilent was the go-to place for all measurements teeny-tiny. Using the world’s shortest headline--a nanometer, or one billionth of a meter wide--and almost no copy, the campaign brought in so many new leads that Agilent achieved its entire year’s goal of new contracts in the first month of advertising.
