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Walter Knoll

The Essence of Excellence

When the time came to launch their new Sheru shell chair, German furniture icon Water Knoll was in a bind. Normally, new products debut – and gain traction – at furniture fairs. Due to the pandemic, however, the company instead needed a digital launch campaign geared towards a younger, affluent audience. As the client’s lead digital agency, we stepped up to the challenge.

Project Details

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Show

Year

2020

Industry

Lifestyle

Project Type

Communications

Product

Services

Creative Concept

3D & CGI

Film & Motion

Advertising

Experience Design

Microsite

Copywriting

Approach

Having begun work on the client’s new website, we came to the Sheru product launch armed with a deep knowledge about Walter Knoll and its complex target groups. Through a series of creative workshops, we then crafted a key idea for the launch campaign. Carefully aligned with their core values, this guiding concept – ‘the essence of excellence’ – became the campaign’s Northern Star.

Solution

Centred around the design team EOOS’s minimalist vision and Sheru’s high-quality materials, we crafted a digital-first product launch. Introducing both the new chair and the new brand direction, the campaign put a modern spin on the client’s time-honoured dedication to excellence and craftsmanship.

A 360-DEGREE COMMUNICATION STRATEGY To identify and attract new audiences, we put together a comprehensive communication strategy and media plan for all digital platforms. This included the creation and placement of all content and ads, as well as weekly performance evaluations.

A 360-DEGREE COMMUNICATION STRATEGY

To identify and attract new audiences, we put together a comprehensive communication strategy and media plan for all digital platforms. This included the creation and placement of all content and ads, as well as weekly performance evaluations.

A NEW BOLD LOOK We created an entirely new art direction, bringing the product to life through immersive 3D and CGI content with an unparalleled level of detail.

A NEW BOLD LOOK

We created an entirely new art direction, bringing the product to life through immersive 3D and CGI content with an unparalleled level of detail.

A NEW, HIGH-PERFORMANCE MICRO-SITE We first built excitement for and then launched the client’s new website, complete with a custom video reveal of Sheru and a showcase of the chair’s history and features.

A NEW, HIGH-PERFORMANCE MICRO-SITE

We first built excitement for and then launched the client’s new website, complete with a custom video reveal of Sheru and a showcase of the chair’s history and features.

AN ENGAGING, MULTIMEDIA EXPERIENCE We developed a custom 3D model viewer, allowing mobile users to explore Sheru through a vivid, 360-degree experience. In addition, we composed a complete custom soundtrack for all video materials.

AN ENGAGING, MULTIMEDIA EXPERIENCE

We developed a custom 3D model viewer, allowing mobile users to explore Sheru through a vivid, 360-degree experience. In addition, we composed a complete custom soundtrack for all video materials.

AN AUTHENTIC, ‘MAKING-OF’ FILM From start to finish, we produced a short film about the creation process of the chair, and the collaboration between its designers – the Austrian design trio EOOS – and Walter Knoll.

AN AUTHENTIC, ‘MAKING-OF’ FILM

From start to finish, we produced a short film about the creation process of the chair, and the collaboration between its designers – the Austrian design trio EOOS – and Walter Knoll.

Sheru was one of the most successful product launches in Walter Knoll’s long history. The campaign also helped to establish the company as a digitally innovative and contemporary premium furniture brand.

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