The FCB’s equipment manager
Rendering washing machines
Your key-visual: From scratch right into the consumers’ mind
There are countless stimuli that produce an effect on us every day – no matter whether in the pedestrian zone, on the street, or even in the net. This makes it very difficult to bring out the main points and transport messages in such a way that at least a few moments of attention remain for your own advertising.
It is extremely important to pay attention to recognition and thus a recurring creation in the same context. A key visual can help here. It connects the consumer to the identity of the brand and differentiates it from other brands. It helps to achieve an image transfer (testimonial) or to stand uniquely for a certain product. And it works not only for our target group but also for all employees, because they also want to identify with what produce at work every day.
Identity is needed if brands are to be consciously perceived.
This always goes hand in hand with the aspiration to create identity. In other words, an effect that is consciously associated only with this brand or product. If one looks at advertising in the field of decorative cosmetics, one quickly understands how important testimonials and their market value are even today. It was a similar situation in the case of our work for the P&G Metro team: Lawrence, the Zeugwart of FC Bayern Munich, is a perfect testimonial for Procter & Gamble‘s professional products with his professional environment and his internationality. A WIN/WIN situation that needed to be staged professionally.