Carl F International D line advertising campaign

Brief

Based in Denmark, the client is a designer and manufacturer of stainless steel fixtures and fittings to the interior design, architectural and building industries. With a heritage dating back nearly 40 years and a strong aesthetic emphasis on form and function, the client is widely regarded as one of the leading names and most specified providers in the industry.

The brief was to develop a series of advertisements aimed at generating awareness and ultimately new business by focusing on procurement opportunities at the London 2012 Olympic Games.

Response

Presenting a company with impeccable design credentials to discerning architects and interior designers was a challenging brief that required perfect execution.

Embracing the client’s heritage of minimalism and simplicity, the campaign was based on a current, relevant and iconic theme that is universally identifiable. Individual products were beautifully photographed and re-touched to produce a series of visual sculptures that emphasised the unity, craftsmanship and elegant forms that are the hallmarks of the D Line range.

The expressive shapes naturally fashioned from the profiles of the products give clear impressions of movement to evoke aspirational emotions and feelings of success. Confidently set on clean, white backgrounds the campaign delivers its messages of quality and innovation in an understated manner designed to engage the sophisticated reader and epitomise the client’s long-held philosophy.