Creating a new ad campaign is always exciting and creatively challenging — and we love it! The process is all about giving the brand a fresh look without changing the feel that it’s known for. Check out the steps we went through to create a new ad campaign for Takeuchi.
Step 1: Travel Back in Time
This is the campaign Takeuchi had been using. The ads are flooded with red creating a stark contrast with the white lettering. Construction shots in the background give life to the detailed product shot that initially draws you in.
These ads had been doing great, but both Takeuchi and Performance felt it was time for something different. So it began.
Step 2: Receive Our Mission
Task: Create a new ad campaign. But first, think up a general concept that could apply to the three different markets Takeuchi makes equipment for: landscape, construction and rental — and make that concept awesome.
Step 3: Collaborate
This is where the magic happens. Based on initial input from Takeuchi, we pulled together a mood board that showed examples of possible creative styles. This is a great way to inspire clients, give them a taste of our thinking, and give them something to respond to. At the end of that collaborative session our designers had many ideas and got busy creating.
Step 4: Execute Direction
Success. The series of finished ads highlighted the equipment and most important information by putting the equipment in the foreground and de-saturating the background, keeping sports for tailored messaging. It’s an updated look but still pretty darn gritty — which is perfect for the construction audience.
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