Motorola Design & Branding GUITARIST/RUNNER by DraftFCB Chicago

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GUITARIST/RUNNER

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Industry Electronic Devices & Home Appliances
Media Design & Branding
Market United States
Agency DraftFCB Chicago
Photographer Sandro Miller
Released October 2011

Credits & Description

Category: Posters
Advertiser: MOTOROLA
Product/Service: MOTOACTV WORKOUT DEVICE
Agency: DRAFTFCB
Chief Creative Officer: Todd Tilford (Draftfcb)
Senior Vice President/Creative Director: Howard Ronay (Draftfcb)
Senior Vice President/Creative Director: Gerald Cuesta (Draftfcb)
Vice President/Creative Director: Michael McGrath (Draftfcb)
Print Producer: Kimberly Nosalik (Draftfcb)
Photographer: Sandro Miller
Media placement: Temporary Event Posting - Exterior Wall, along marathon route - October 2011 - November 2011
Describe the brief from the client
The objective was to raise awareness of Motoactv, Motorola's first foray into the competitive fitness device category. Our target was the casual fitness enthusiast. To boldly separate ourselves, and stand out from the competition, we decided to lead with our music capabilities in a way that our competition can't; creating an exciting collision of 2 worlds: smart music and smart fitness.
Describe the challenges and key objectives
MotoACTV was Motorola's first foray into the fitness device category, a category dominated by well established brands. Motorola had no credibility in the fitness category, and was at a huge disadvantage at launch. We needed to develop a campaign dynamic enough to quickly break through. The work had to gain credibility within the category, and challenge the category leaders.
Describe how you arrived at the final design
The Motorola Fitness Tracker uses music to intuitively push the athlete - as the human pace slows, songs shuffle to one with a faster tempo. We wanted the design of these posters to be as active as the situations we feature. The poster's split image design creates a single moment where physical and musical performance collide—both sides sharing common energy and intensity within 1 body. The placement of the logo, along with the diagonal alignment of copy, informed by the athlete's leg and arm, helps create a fluidity between all the elements.
Give some indication of how successful the outcome was in the market
Since the campaign broke, Motorola has been selling thousands of MotoACTV fitness devices weekly.