The power and the beauty

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We pride ourselves on going above and beyond the call of duty to bring our customers’ brands to life. An excellent example of this commitment in action is our work for Abacus, a leading international lighting company who asked us to create a high impact launch campaign for their latest range of innovative LED lights.

  • Campaign strategy & identity
  • Language and tone
  • Design look and feel
  • Photography
  • Web development
  • Campaign
  • Printed collateral
  • Brand film


With an overall response rate of 23% across all activities, this integrated campaign proved to be Abacus’s most successful to date.


The campaign attracted widespread praise and secured a series of awards, including two golds at the Fresh Awards and a coveted Design Week Commendation.

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The power and the beauty

Abacus asked us to emphasise the products’ environmental and cost saving benefits as well as showcasing their design. We came up with the title 'Power/Beauty' to highlight (no pun intended) both the exceptional performance and refined aesthetic qualities of these LEDs. To bring the title to life we decided on a campaign that would suggest these lights could successfully illuminate epic environments.

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Back to nature

With a concept agreed we undertook the significant challenge of production. In order to shoot a series of stunning background images we found ourselves location scouting in the wildest parts of Derbyshire’s Peak District, scaling precipitous quarry walls in the dead of night to find the perfect camera angle, and being eaten alive by midges. With the location shots complete we then photographed the products themselves and comp’ed the two together to create the finished images.

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Right for all channels

The images looked amazing and formed the cornerstone of a campaign that included a new product website, extensive literature, trade ads, direct mail pieces and – perhaps the jewel in the crown – a purpose-built, 13-metre exhibition at Birmingham NEC. The result made LED buyers and specifiers sit up and take notice, and helped increase Abacus’s turnover to £32m a year, proving that all the planning, nocturnal effort and midge bites had paid off.

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With one fell swoop Cubic managed to reposition our business and help open up new market sectors with the Power/Beauty campaign. They understood our product strategy from the beginning and captured the key selling points in their creative work. They were a joy to work with, even at 3am in the wilds of the Peak District! I trust them implicitly.

Kelly Herrick
Marketing Director, Abacus Lighting

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