i
distinction between B2C and B2B
Planning & Conception
Concepts
Concept
pre-visualization
Art Direction
Slogan
text development
layout of advertisements and brochures
Layout of perimeter advertising for competitions
While the focus of the B2B communication was on the animal and the product variants, it was important to the customer in the B2C communication to emotionally stage the relationship between humans and animals. Nevertheless, a visual similarity between the two campaigns was expressly desired. A main campaign image (key visual) and a secondary motif were developed for the planned advertising material, with the secondary motif acting as a product and text carrier.
The idea
Based on the idea for the B2B campaign to visualize the two product variants, which are distinguished from each other by very striking colors, as energy beams, a more personal and emotional staging was developed. The beneficial energy of Tensolvet should be transferred from humans to animals. The secondary motif should focus on regained activity. The primary and secondary motifs together tell the story of the slogan developed in parallel: "Active again together."
Before
later
The implementation
After a photo shoot, the motifs were extensively retouched to prepare them for their intended use. As with the key visual for the B2B campaign, real rays of light were captured in the photo studio during production and then digitally combined with the main motif. This was followed by the design for print ads and the cover of the brochure. The inside of the brochure shows the secondary motif together with the packshots and the product text.
Before
later
Any questions?
Hubertus von Kolkow
Head of Brand Consulting/Strategy
