Do Something with your photos
Creative strategy: Following the introduction of our new identity & tone of voice with the critical objectives of unifying all our B2C brands under one visual language and differentiating our Pan-EU brands in the marketplace, we launched a new TV commercial consistent with every other touchpoint (marketing channels, websites, editors, apps, corporate documents, stationery etc.)
Aside from increasing sales, a key objective was to impact purchase, consideration and preference with a new concept that differentiates us from the competition and be seen as striking, memorable and different. Last, maintain and increase brand awareness depending on the product category maturity in a certain market.
To be sure albelli brands get associated with all photo products categories and not only the photobook category, one of the requirements was to create a series of 20-second category ads for each of the following product categories: photo books, wall décor, cards, calendars and prints.
Exploring new creative routes connecting with the audience in a fresh, optimistic, colourful and adventurous way showing decisive criteria, and making the product in the customers' journey.
Exploring new creative routes connecting with the audience in a fresh, optimistic, colourful and adventurous way showing decisive criteria, and making the product in the customers' journey.
Solution: We briefed Atchung Amsterdam and shared with them the creative turn the brand was embarking on. By sharing the overall creative vision and direction, I convinced and helped them precisely understand where albelli was going. With an aligned vision, they did translate our strategy into disruptive ads.
How did they answer the brief? Promoting photo products instead of photography, a standard within the photoproducts category, and telling the story through the product. Knowing that nowadays, very few photos make it to print, encouraging people to do something with their photographs. We create short how-to-videos inspiring people to make Albelli photoproducts and use them in surprising ways.
How did they answer the brief? Promoting photo products instead of photography, a standard within the photoproducts category, and telling the story through the product. Knowing that nowadays, very few photos make it to print, encouraging people to do something with their photographs. We create short how-to-videos inspiring people to make Albelli photoproducts and use them in surprising ways.
My Role: Brand strategy, Creative Direction
Creative Strategy & Direction: Achtung (NL)
Production: Mals Studio (NL)
Creative Strategy & Direction: Achtung (NL)
Production: Mals Studio (NL)
Photo calendar ad - 20 seconds
Photo calendar ad - 20 seconds
Wall decor ad - 20 seconds
Photo calendar ad - 20 seconds
Photo calendar ad - 20 seconds
Catalogue & Digital
Art direction: Alexandra Antunes (albelli)
Copywriting: Sarah Mansell (albelli)
Copywriting: Sarah Mansell (albelli)
Additionnal versions 2018
We produced two additional photo book versions in 2018. With the holiday season in mind, the first ad focused on gifting. The second ad is more generic and used all year round to support photo book offers.
