Broken out beautiful

This breakneck undertaking was brilliantly mastered by the Swiss agency am Flughafen with its B2B advertising campaign for the Swiss plastic injection molding company Lapp Tec; the campaign was part of a complete brand and communication strategy.

The agency at the airport was faced with two challenges when creating this campaign: firstly, to arouse the interest of potential business partners of the injection molding company for a bulky topic, and secondly, to show the variety of products that Lapp Tec manufactures and to position the company with this range of services in the B2B market.

"When we got the order, we thought: Great! We'll take on this challenge! We love the fact that customers trust us time and again to solve complex B2B problems. Where the solution isn't obvious and a bit of halligalli or aesthetics won't help, that's where the intellectual fun begins," says René Eugster, Managing Director of the agency at the airport.

Nothing is too good for ...

The carrier of these messages was a break-out grid, as we all know it from model building, Playmobil or Lego. Break out the parts, put the car together and start playing.

However, the special appeal of these poster subjects lies in the fact that they make the viewer take a closer look. The parts shown here in a grid do not belong to a single figure or object, but together form the portfolio of the advertised company - and the viewer's brain begins to spin the story further: What can be produced by injection molding? Dowels and mice, Lego bricks and cell phone covers, car mirrors and garden hose nozzles? Even my sunglasses? Our clinical thermometer? And what else is depicted? The viewer embarks, voluntarily or involuntarily, on a short journey of discovery through the world of injection molding.

The fact that plastic parts can also be seen, of which even some experts may not know exactly what function they could have, adds to the appeal. The question is the start of the dialog: And now a quick call to Lapp Tec. Maybe they can also inject my special cable entry system ...? The copy text once again emphasizes: Injection moulding is not too bad for anything and can be used for everything. So what are we waiting for?

... and up for anything

The agency at the airport has boiled down an unwieldy topic to its core and injected it into an entertaining form that even appeals to laypeople. "We always try to dramatize complicated, at first glance boring, technical contexts in a simple way. The ad campaign was part of an overall brand and communication strategy for Lapp Tec, which added to the complexity and interconnectedness," says Eugster.

The viewer senses that the creative minds have passionately immersed themselves in this work in order to get the best out of it for their client. And lo and behold: suddenly injection molding is fun. "The collaboration with Lapp Tec is very constructive, as it should be for process-oriented people with a technical background. We will continue to work with Lapp Tec in the future, which makes us at least as happy as the confirmation that our work is also recognized by expert committees," says a delighted René Eugster.

The fact that only plastic parts in Lapp Tec's corporate colors are shown in the two breakout grids is a subtle but important detail. This is because the color harmony of the subjects supports the company's branding and gives the already smart ad subject a clear aesthetic despite its technical content.

Far too good for a B2B campaign. And beautiful when broken out.

Anne-Friederike Heinrich, Editor-in-Chief Werbewoche

The airport agency's B2B campaign was awarded the bronze megaphone at the "Year of Advertising 2016" in Berlin. 416 entries were submitted from Germany, Austria and Switzerland.

The The jury is made up of clients, creatives and strategists from agencies as well as editors from the media and specialist media. Switzerland is represented by Werbewoche editor-in-chief Anne-Friederike Heinrich.

All selected and awarded works will be published in the book "Year of Advertising 2016", which will be published by Econ-Verlag in April.