Cubic

Combining beauty with power

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.

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.

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.