When Spectrum acquired Cox Communications in a multi-billion-dollar deal, it made the brand the biggest internet provider in America — expanding its reach to more than 70 million homes and businesses nationwide.

For VCCP, the creative and strategic challenge was how to introduce Spectrum to millions of those new customers without reaching for the usual corporate merger playbook.

Our answer was simple: just say hi.

When you're meeting someone new, you don't overcomplicate it. You just say hello. So we built the campaign around one of the simplest, most human interactions there is: "hi."

The campaign playfully celebrates the diverse mix of Spectrum customers and the different ways they use connectivity, brought to life with some great partners — Fortnite, pro gamer and Twitch streamer SypherPK, and NASCAR's Carson Hocevar. It spans TV, print, radio, OOH and digital.