The most effective B2B Marketing only hints at showing the actual product. Instead it conveys what it is that the product itself delivers or how it benefits the customer. In this case Hollister-Whitney was aiming at two different audiences for their equipment guards. The first deals with the fact that the most total way of protecting workers (called Global Guarding) can be way more than you need, takes up too much space, and can create problems for access. The second concept targets the idea that trusting someone other than the original manufacturer to provide guards can result in a product that pleases nobody. We enjoyed the challenge of the assignment.