Luware's B2B Campaign: Retro Humor with Treelight Media
The Swiss software company Luware, in collaboration with Treelight Media, is launching an international campaign for its products Luware Nimbus and Luware Recording—featuring a retro sci-fi aesthetic, sharp humor, and actor Ramin Yousofzai in a leading role.
Luware's B2B Campaign Featuring Retro Sci-Fi and Sharp Storytelling
The Swiss software company Luware, in collaboration with the Zurich-based production company Treelight Media, is launching an international Luware B2B campaign for its two products, Luware Nimbus and Luware Recording. At the heart of the campaign are two short films that humorously translate complex IT challenges into the physical world—developed and produced in a single day of filming at a Zurich office complex.
The campaign’s central themes are derived directly from the product promises: «Filter the Noise» represents Luware Recording, while “Intelligent Routing” represents Luware Nimbus. Instead of relying on technical information, creative director Lars Näpflin and director and producer Raphael Föhn of Treelight Media opted for a narrative approach focused on storytelling, casting, set design, and acting.
Compliance Violation at the Lunch Table and Misrouting at the Retro Service Center
In the commercial for Luware Recording, David Chrisman plays the ultimate «oversharer» at the lunch table: His colleagues routinely ignore him—until he casually reveals a massive compliance violation and a deafening silence falls. The second film for the Luware Nimbus customer service solution illustrates the frustration of digital misrouting in a retro-futuristic service center, where a customer gets lost amid language barriers and technical confusion. Actor Ramin Yousofzai plays the role of the customer service representative; Aran Shiri plays his acting counterpart.
Raphael Föhn: «Luware’s trust was the key»
Raphael Föhn of Treelight Media describes the campaign’s core concept as follows: «We wanted to tell stories that would entertain even in a B2B setting and precisely address the target audience’s pain points—all in a humorous way—rather than limiting ourselves to conveying technical information. Luware’s trust in and commitment to this narrative approach were the key to its success.»
The photography for the accompanying print campaign, featuring key visuals, was shot by Livia Eichenberger (seliv photo). The campaign is already being rolled out and will be featured across multiple media channels throughout Europe and the U.S. In addition to the digital presence and print campaigns, the ads are being displayed as digital out-of-home ads at prominent locations—including Berlin Airport.
More information about Luware Nimbus and Luware Recording is available on the Luware website: https://luware.com
Contact at Luware: Rubi Infante (Digital Marketing Strategist). Person in charge at Treelight Media: Raphael Föhn (Concept/Production/Cinematography/Editing), Lars Näpflin (Concept/Direction), Samuel Röösli (Gaffer), Nik Kottmann (Production Assistant). Photography: Livia Eichenberger (seliv photo). Performers: David Chrisman, Ramin Yousofzai, Aran Shiri.
