Blink App 이미지 캠페인 by Bloom GmbH Nuernberg

Blink App 이미지 캠페인 by Bloom GmbH Nuernberg is a highly esteemed winner of the very prestigious 2024 A' Design Award 철상 in 광고, 마케팅 및 커뮤니케이션 디자인 Competition Category.

철광고· 2024

Blink App 이미지 캠페인

by Bloom GmbH Nuernberg

Client: andavis GmbH

A' Design Award 철상 Winner in 광고 Category

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Verified Award Winner

Verify Award Status for #152995

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Blink App 이미지 캠페인

혁신적인 Blink 앱을 통해 빌딩 청소 담당자들은 모든 프로세스를 실시간으로 관리할 수 있습니다. 이 이미지 캠페인에서는 사용자들을 전문 청소 도구를 갖춘 슈퍼히어로나 액션 피규어로 변신시켜 이러한 역량 강화를 생생하게 표현했습니다. 밈에서 영감을 받은 "그 순간..." 메시지는 모티프에 유머를 더합니다. 이 대담한 시각화는 보수적인 청소 업계에서 강렬한 대조를 만들어내며 제품에 대한 주목을 이끌어냅니다.

The Recognition

About the A' Design Award 철상

Blink App 이미지 캠페인, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Blink App 이미지 캠페인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Blink App 이미지 캠페인, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The Blink App from andavis GmbH digitizes many processes in the building cleaning industry, mobile and in real time. Bloom developed an image campaign for the company: In three motifs, Blink users become everyday heroes with supernatural powers. The message: Blink, that moment when you feel the power to do your job better or make your company fit for the future. The motifs were not photographed, but implemented in elaborate Photoshop composings.
Dimensions & Packaging: Striking image campaign in the relevant trade publications of the cleaning industry.
Tags: Brand Consulting, Brand Positioning, Content, Strategy, Messaging & Visual Idea, B2B Communication
Production Technology: The three campaign motifs impressively showcase how ordinary employees transform into everyday heroes with supernatural abilities. Through visual transformation, they turn into movie or superhero-like characters. The distinctive features of the hero figures, such as capes or personal equipment, have been recreated using ordinary cleaning utensils like sponges or towels. To achieve this effect, the accessories were carefully placed individually and adjusted for perspective and lighting. The elaborate Photoshop compositions and image editing for all three motifs were carried out by the prepress department of Bloom Advertising Agency. The result impresses with its photorealistic impression and doesn't give away any indication of digital compositing.
Design Challenge: Before the image campaign, a brand strategy had to be developed for Blink: This started with a comprehensive competitor analysis. What advantages does the Blink App offer compared to the competitors' offerings? Which benefits should be highlighted in particular? In individual interviews, relevant users - managing directors, system administrators, property managers - were asked about their requirements and expectations in daily practice. The new positioning of the Blink App was the basis for the image campaign: The Blink App gives employees unimagined powers.
Research: Bloom gained valuable analyses by using the Brand Master Plan (Your path to true size) - a modular brand development toolset consisting of four stages:
1.Auditing: kick-off workshop, desktop research, presentation
2.Positioning: target group workshop (managing directors, system administrators, property managers), brand value workshop, strategy presentation
3.Brand appereance
4.Staging
Inspiration: Bloom's image campaign borrows from legendary and timeless superheroes and well-known movie characters such as Superman or Lara Croft, only equipped with cleaning accessories. In addition, the image campaign is inspired by the net culture phenomenon meme, in which humorous results are often created by combining images and text. In the campaign, the superhero motif meets the statement: That moment when...
Project Duration: The project started in September 2021 with brand positioning and target group definition using personas. Several communication lines were then developed on the basis of these findings and presented to the client in April of the following year.
Once the final campaign had been selected, the content of the motifs was developed further and finally implemented with elaborate composings. The campaign motifs appeared throughout Germany in late 2022, for example in the trade magazine "Rationell Reinigen". The motifs are also used on the company website as well as at trade fairs and customer events as life-size displays.
Team Members: Creative Director: Stefan Maier-Wimmer
Art Director: Sebastian Hudl
Art Director: Markus Walter
Text: Dieter Scheuerer
Composing: Andre Krenz
Account manager: Ulrike Landauer