< backCLS
In 2008 Impact re-branded CLS and as part of the project an advertising campaign was developed. Although extremely effective and long-living in 2011 it was decided to revitalise the creative for the campaign.
The previous campaign has been “copy-led” and the emphasis was to create something highly visual to capture a new audience.
CLS are an innovative team working in a very conservative market therefore the visual message had to be one that was striking yet not unappealing to its target.
Following a full creative presentation “our natural strength” was chosen as the campaign to move forward. The campaign highlights CLS’s natural strengths be it innovation, security, speed and draws on highly suggestive images from the natural world to work in synergy with the copywriting.
The campaign was launched in April.
Once again CLS proved themselves to be innovative in their market by proceeding with an incredibly sophisticated campaign.
Although this campaign looks incredibly simple, and that’s important for all advertising, it’s actually incredibly difficult to match company features and benefits with appropriate copy and imagery from the natural world.
And that’s the trick. And why this campaign will be difficult for CLS’s competition to follow.
disciplines used
Brand values
Tone of voice
Creative
Copywriting
Design and artwork
We translate leading strategic thinking into an advantage for your business and your brand through creative and design excellence.