Royal Copenhagen: Brand Identity
Min opgave var at gentænke Royal Copenhagens corporate image. Jeg søgte i mit arbejde med opgaven at give Royal Copenhagens brand en bredere appel til et yngre publikum. Dette ved at vende deres nuværende payoff ”Creating Moments” på hovedet og bruge både positive og negative private momenter, som folk kan relatere til. Den første kampagne ”Your Life, Your Moments” er community-baseret - Og opfordrer folk til at dele deres private momenter. Senere tilføjede jeg den samme tilgangsvinkel til et af Royal Copenhagens produkt-sortimenter: Deres porcelæns-figurer i ”Go Figure” kampagnen.
Royal Copenhagen: Brand Identity
The assignment was to re-think Royal Copenhagen's corporate image. I sought to make RC's brand correspond to a wider, and younger audience by turning their present payoff “Creating Moments” on its head to use positive and negative private moments that people can relate to. The “Your Life, Your Moments” campaign is based on community, where customers are encouraged to share their private moments. Later, I applied the same angle to a specific line of Royal Copenhagen products: porcelain sculptures and figures for the “Go Figure” campaign.