GCI’s New Creative Platform Celebrates Alaskans’ Perseverance

In Alaska’s vast, untamed wilderness, survival isn’t just about endurance—it’s about being defiant by nature, especially when it comes to staying connected. GCI and Cossette captured this spirit in the launch of their new creative platform, Wildly Ingenious. 

The platform was born from the truth that no other network has taken on the connectivity needs and challenges faced by Alaskans like GCI and its inventive, trailblazing workforce. The new platform signals a change in approach and looks to bring a new direction and cohesion to GCI’s marketing efforts to help defend its leading position in a highly competitive market. 

GCI’s relentless pursuit of progress takes centre stage in the launch campaign, revealing a covert lab nestled deep in the Alaska Range. Here, creative brilliance meets innovation and a hint of adventurous spirit, as engineers dream up ingenious solutions to keep Alaskans connected, no matter how wild the challenge. Because in Alaska’s extreme conditions, conventional approaches simply don’t cut it.

The lab tests featured in the campaign tie back to real innovations and milestones that GCI has achieved — from getting coverage to 97% of Alaskans across the state, to connecting some of the most remote communities in the world.

“GCI started in a van. 45 years later, they’ve brought Internet to the farthest reaches of the state with a network that spans more than 10,000 miles,” explained Michael Pal, associate creative director at Cossette. “Our goal was to create a new platform that lived up to that wild level of ingenuity, honours the bravery of living in Alaska and positions GCI as a brand as daring and non-conformist as Alaskans themselves.”

“At GCI, we know that in Alaska, ‘impossible’ is just another challenge waiting to be conquered,” said Jared Shary, director, marketing campaigns at GCI. “This campaign is more than a reflection of our commitment to Alaska—it’s a celebration of the defiance, resilience and creativity that define both this extraordinary land and its people. No one understands Alaska like we do, so it was important to us to create something that resonates on a deeper, more emotional level with our audience.”

The new platform launches throughout Alaska from September 16th with the brand campaign leveraging multiple touchpoints, including print and out-of-home airport signage, as well as content for radio, television, digital, and social media. Further campaigns under the new platform for specific products like GCI+ will launch in the months that follow.