There’s a lot more to advertising than just listing your products and services. With so much advertising clamouring for attention, being able to connect with your target audience is crucial. That’s were a great concept really shines.
Kenso Agcare
This campaign illustrates perfectly that often the best way to sell a product is not to sell the product itself. Kenso Agcare produce agri-chemicals: primarily fertilisers, herbicides and pesticides. However, you’ll notice that’s never mentioned in their ad. The reason for this is two-fold. Firstly, we wanted Kenso’s brand to resonate with the end user by relating to the struggles that farmers face year in, year out and at the mercy of the elements. Secondly, and more to the point, we are selling peace of mind. We’re associating the Kenso Agcare brand with good outcomes: a great yield. After all, that is what their products are designed to help farmers achieve.
Asset Management Council
We developed this audio visual for the Asset Management Council as an introduction to their Members Annual Conference “Ampeak”. The AV is intended to create an atmosphere that would encourage buy in for the AMCouncil model. Without a physical product or service and with a highly corporate style, we considered a number of concepts before settling on an abstract theme. A dark, space-like environment was designed to have high impact in a darkened theatre with surround sound. Abstract shapes and whirring futuristic scenes give the impression that the Asset Management Council are technologically advanced. A deep but corporate voiceover and energetic, inspirational music helps to produce the atmosphere and hype that prime the audience for the rest of the conference.
Although a relatively simple concept, this represents a difficult project in which to find an elegant solution. Producing visual representations of abstract concepts can be challenging and creating hype in a highly corporate environment is equally challenging. The sci-fi, movie trailer style with a highly corporate voiceover strikes a balance that was very successful at engaging the audience.
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