A new global positioning and launch campaign for LinkedIn. We centered this new platform around the idea of an ‘in’ to show how LinkedIn levels the professional playing field and lets everyone have an ‘in’ - be it a message, a connection, a post or an article. To launch the campaign we wanted to find a way to talk about the professional community without showing a normal one — so we launched with a story of childlike imagination to dance us through all the things you can be and the community that can help you get there.