The Impact campaign concept was decided upon from 3 possible ideas. Visually, the campaign was simple and bold with the main attribute of each product condensed down to a single word, easily translatable word and a headline that communicated the central USP succinctly.
Colours were selected according to the use of the product or its sealing ring e.g. water fittings had blues, the flagship product, >B< MaxiPro used pink and so on.
This signalled a departure from Conex Bänninger’s usual advertising which incorporated the brand’s blue and green on white.
We were then asked to plan and place the campaign in specialist print media in the UK, develop exhibition graphics, POS, website, and with the help of an additional set of guidelines from us, is now used across Europe, Japan, India, Australia and the USA.