The foundation for the campaigns was a comprehensive messaging matrix with core messages plotting every product benefit by category and class, and a lot of different combinations to amplify the benefits based around sleep, dining, entertainment, family and innovation.
Copy and languages
Our campaign featured 18 languages. Therefore, we needed to communicate simply and visually to ensure consistency across the globe with no clever turns of phrase or colloquialisms.
For Perfect Journey, this meant quirky visual twists to compliment the straight headlines.
Our challenge was the 40kb limit. The vector graphics in ‘A Perfect Journey’ were very compact and could tell a big story, while match the brand aesthetic and lifting the banner off the page.
The triangle graphic device in ‘A Class Above’ combined with a slightly cinematic text treatment gave a striking aspirational look and was (just) possible in under 40kb.
In each case, the creative involved utilised ‘moving parts’ that attracted eyeballs on cluttered web pages.