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Distinction B2C vs. B2B
Planning & Conception
Conception
Draft
Pre-visualization
Art Direction
Slogan
Text Development
Layout of Advertisements and Brochures
Layout of Banner Advertising for Competitions
While the focus in B2B communication was on the animal and the product variants, for the B2C communication the client considered it important to stage the relationship between humans and animals in an emotional way. Nevertheless, a visual affinity between the two campaigns was expressly desired. For the planned advertising materials, a main campaign image (key visual) and a secondary motif were developed, whereby the secondary motif was to serve as the product and text carrier.
The Idea
Based on the idea for the B2B campaign of visualising the two product variants, which differ from one another through very striking colours, as energy rays, a more personal and more emotional staging was developed. The soothing energy of Tensolvet was to be transferred from the human to the animal. In the secondary motif, the regained activity was to take centre stage. Together, the primary and secondary motifs thus tell the story of the slogan developed in parallel: „Gemeinsam wieder aktiv“ (Active together again).
Before
After
The Implementation
After a photoshoot, the motifs were extensively retouched to prepare them for their intended use. As with the key visual for the B2B campaign, real light rays were captured in the photo studio during production and then digitally combined with the main motif. This was followed by the design for print advertisements and the cover of the brochure. The inside of the brochure features the secondary motif along with the packshots and product text.
Before
After
Do you have any questions?
Hubertus von Kolkow
Head of Brand Consulting/Strategy
