Zet je product in eerst in de maatschappij, dan in de markt
Multifunctionaliteit is het toverwoord in de moderne ruimte. Waar functies vroeger strik gescheiden werden, worden die nu met elkaar verbonden. Een plek waar je je kan focussen, kan ook sfeervol zijn. Ontmoeting en concentratie kunnen in elkaar overvloeien. Op basis van deze inzichten gaven we vorm aan de productcampagne voor Ahrend’s Embrace Collectie: een multifunctioneel meubel dat werelden verbindt.
Embrace Collection: van propositie tot manifest De campagne vloeide voort uit Vitalising workspaces , de propositie waarmee we het merk Ahrend nieuwe energie gaven: van aanbieder van kantoormeubilair tot autoriteit op het gebied van werkruimtes. De propositie was het resultaat van een gedegen strategie en werd krachtig omschreven in nieuw manifest, gebaseerd op vier pijlers: productivity, diversity, wellbeing en belonging. In de campagne voor de Embrace Collectie hebben elk van de vier pijlers een duidelijke plek.
Intuïtief in woord en beeld De campagne kreeg verder vorm na een serie interviews met de ontwerpers van de Embrace collectie. Zo sloten we in woord en beeld aan op het intuïtieve design van de meubels. Ook de fotografie, tot stand gekomen op locatie bij architectenbureau HofmanDujardin, werd geïnspireerd door de ontwerpprincipes van de architecten. Gebalanceerd: rustgevend en opwindend. Elegant en simpel. Strak en tijdloos. Maar bovenal: menselijk.
Strategisch denkwerk met een scherp oog voor metatrends, samenkomend in vloeiende tekst en intuïtief ontwerp, dat is de kracht van Heldergroen.
Sustainable Development Goals Bij Heldergroen werken we alleen met merken die bijdragen aan de SDG's. Ahrend - Embrace Collection draagt bij aan:
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Productcampagne gebouwd op maatschappelijke trends 
