Our most conceptual campaign, designed to show our products while making a statement about our values
‘Responsible from every angle’ was the most ambitious, conceptual campaign we produced at Grain. The idea was to string our products up from the roof, and shoot them from every angle. First of all, it showed how beautiful the products were, whichever way you looked at them. Secondly, it showed that the products were of good quality, with no ugly undersides, hidden chipboard or anything else.
But more figuratively, the shots and the slogan highlighted the fact that as a business, we were transparent and open. We had nothing to hide, just as there were no parts of our products we were hoping you wouldn’t spot. It was a neat metaphor.
I created so many iterations of these adverts. There was one for every product, with different length versions of each video and different dimensions for various digital ad placements. These were arranged in a funnel, so our audience was targetted with the long version, then progressively shorter versions, so the message could sink in over time.
We also produced a wide version for the homepage of the website, displayed below. This looped on the homepage, serving as an introduction to the brand.
