Baroid is one of thirteen Product Service Lines (PSLs) under the Halliburton name. Specializing in drilling fluids systems and waste management solutions in deep water, mature fields, and unconventional resource plays, their messaging was getting buried deep beneath the surface. Our task was to come up with an integrated campaign that includes an internal and external engagement strategy with deliverables designed to create awareness and drive action via multiple touchpoints, including a microsite, print ads, testimonial videos, and an internal awareness kit. All these touchpoints were focused to drive action and increase awareness of Baroid’s Value Proposition and key points of difference in an industry where almost all players are typically saying the same thing. Many companies in the oil and gas industry have traditionally been very conservative in the use of marketing, and especially so with marketing campaigns, to drive B2B engagement with prospective clients. Understanding the difference in how sales are made across the globe, from the transactional to tender process, had to play a key role in how the campaign was positioned to help facilitate useful, timely content for the target audience. With a flexible campaign tagline in place, “Challenge the Limits” allowed for a high level narrative focusing on people who challenged the limits in their respective industries, using chemistry, that could be connected with the practical application of the technologies and innovations of Baroid’s Engineered and Customized Solutions. Using this as the foundation and driving force for the creative look and feel, we were able to Challenge the Limits of Halliburton’s brand and provide Baroid with a cohesive campaign designed to drive awareness and impact the top and bottom line.