When Anixter International Inc. acquired the Power Solutions division of HD Supply (one of the largest industrial distributors in North America), it enhanced their competitive position in the electrical wire and cable business, as well as strengthening their promise of value to customers and suppliers.

Focusing on the successful integration of these businesses, Anixter needed a video that motivated the newly-combined teams to maximize the synergy that could be achieved by providing customers with a broad portfolio of supply products, distribution services, and technical expertise.  

Optimum’s challenge was to create a video concept that illustrated the value proposition of being able to offer their customers the best products combined with delivery by a world-class distributor.

OP invited the target audience to climb into the driver’s seat and buckle up not just for any ride, but for an optimal one. Utilizing stock footage, we illustrated the analogy with challenges a driver faces to keep his vehicle in sync and running in peak condition to achieve “wins” — in business, that means strategic accomplishments and unlimited potential.

Both race-cars and luxury vehicle footage helped create a video that appeals to both adrenaline and finesse, and jump cuts were used to enhance the sense of acceleration throughout the video.  By sharpening Anixter’s team focus of “driving” towards strengthened customer solutions, partnerships with clients ultimately result in substantial long-term growth and value for the parent company.

Anixter is a leading global supplier of communications and security products and electrical and electronic wire and cable. With innovative supply chain solutions and in-country presence in more than 50 countries and 300 cities, we are uniquely positioned to help facilitate projects by helping customers specify solutions and make informed purchasing decisions around technologies, applications and relevant standards.  Anixter prides itself on more than 50 years of experience, industry knowledge and its relationships with over 2,000 suppliers around the world.