The Brief
Lise Brian is from The Chase, the manchester design agency who won Design Week’s No.1 agency of the year award 2012. She presented us with a brief for the chemical company BASF, to create a campaign encouraging consumers to see pest control as a valuable and important service. This was a group project of which I worked with 2 Advertisers and an Illustrator.
Our response
We realised that we had to portray BASF as a company that uses chemicals to control pest population, rather than to kill and exterminate; this would give a more positive message. Our advertisers came up with the tagline "The chemistry between you and your client is BASF", this highlighted the relationship between BASF clients and their clients, suggesting how BASF makes a perfect bond between them.
Our Illustrator created a series of illustrated icons, of which I used to design a calendar with, highlighting the benefits that BASF pest control could bring to their clients, for example, consumer would get a flat, holeless lawn if BASF controlled the mole infestation. The calendar comes in 2 forms, as a hanging calendar on the wall or a cube form which can be easily flattened and mailed out to clients.
This is 2 of the 3 different animations intended to be broadcasted though the internet as viral videos. The concept of these are similar in that the pests would be partying away but be smart enough to hide once a human passes by; the idea is that BASF understand animal/pest behaviour so they can target it. Although the end animation was not made, the Illustrator within the group collated the concept into a storyboard.
