Global Locate requested an ad to promote itself at an upcoming industry conference. Their main goal was to emphasize how its unique indoor-GPS technology, employed in mobile phones, could be critically important in emergency situations. The ad was particularly important as Global Locate was new in the field and this conference was in essence their coming-out party. To portray immediacy, we chose a photograph of a mobile phone user that created a feeling of the pressure, speed, and urgency of an emergency situation on a very human scale. Copy (generated by MDesign) was written to not only expound on the image, but address other advantages of their product. The ad produced outstanding recognition for Global Locate, and created extremely positive compliments for MDesign from conference attendees.