“Write great copy.” Also, pizza boxes.

I had an opportunity to work on a Chicago-area launch within Amtrak’s award-winning campaign created by Arnold in the early 2000s. Our job was relatively simple: let the people of Illinois know that Amtrak is adding eight new service schedules on three lines. The only mandatory was that our work had to match the look and feel of the current work. My boss at the time offered a few words of wisdom, “Write great copy.” Three radio spots, six print ads, three billboards, direct mail, postcards and thousands of pizza boxes later, I'd say we accomplished exactly we set out to do.