The concept and execution of a campaign to promote the BondTrader function to Bloomberg users. The idea focuses on the transparency of the trading function and plays on the idea by using x-ray images printed onto acetate. Each separate interpretation, or ad, was created to emphasize a particular proposition of the product (E.g. Trade Transparently, Trade Securely, Trade Globally) with a relevant image. The tagline that tied the campaign together was “Clearly the future of trading”.