June/July 2006 to present - The
campaign - comments by Robert Wisdom of Wisdom
Cannell Design.
Our creative brief was to re-invent Fluorel as a company and it's perception in the lighting marketplace. Fluorel has a creditable 60 years of history, established as a quality manufacturer of fluorescent lighting products geared to the local authority, education and commercial market of the elecrtical lighting industry. Whilst Fluorel's products and service levels are undoubtedly excellent, our challenge is to re-launch a number of design lead, and unique products to the industry, starting with the extremely efficient M5.
The Fluorel brief read: "To produce a story line, initially for three months marketing Fluorel and the M5. To add an edge to the campaigns with the introduction of visually exciting content. To create a high profile ad campaign, with energy and re-educate our customers that we do have a fantastic range in the market and are competitvely priced - to create an incentive for them to enquire to us and if achievable, to look forward to the next advertisement. We need some good ideas on what to do, where to go and the concepts behind it. Need Wisdom Cannell to sell us the idea and quantification on the storylines. Needs are re-Invention, attention grabbing, initiatives on ideas, and to cause a stir with our competitors."
From a design perspective the new products all share one in common - visually they are curvacious by nature, and visually inspiring in terms of design. They boast T5 technology so are extremely eco-friendly. The 'elementary by design' theme that already permiates Fluorel's current brand was to be developed upon if possible - lending the dramatic backgrounds of fire, water, air and earth elements. We finally drew inspiration from the work of Maurice Binder - the brains behind many of the James Bond opening sequences. With this approach we could use the sense of drama, beauty and form, using lighting itself to create the kind of excitement that the product so readily identifies with, at the same time demonstrating the new thinking and vibrant approach that now defines Fluorel as a company. The adverts were created to tease, building intreague for the product, lit to partially unveil, creating a hunger for a little more, and supplying a URL for more information.
The female cast for the advertisement shoot had to have exactly the right look and elegant presence to complement the product. Karli Brinklow was finally cast for female interest, not only chosen for her natural beauty, but for her gymnastic background - to hold the very graceful, yet physically demanding poses that were neccessary to interact with the product. The shoot was a complete success, completed in a matter of hours and in one take. The resulting images will provide the backbone for the next run of advertisements in industry magazines and journals.
Our creative brief was to re-invent Fluorel as a company and it's perception in the lighting marketplace. Fluorel has a creditable 60 years of history, established as a quality manufacturer of fluorescent lighting products geared to the local authority, education and commercial market of the elecrtical lighting industry. Whilst Fluorel's products and service levels are undoubtedly excellent, our challenge is to re-launch a number of design lead, and unique products to the industry, starting with the extremely efficient M5. 
The Fluorel brief read: "To produce a story line, initially for three months marketing Fluorel and the M5. To add an edge to the campaigns with the introduction of visually exciting content. To create a high profile ad campaign, with energy and re-educate our customers that we do have a fantastic range in the market and are competitvely priced - to create an incentive for them to enquire to us and if achievable, to look forward to the next advertisement. We need some good ideas on what to do, where to go and the concepts behind it. Need Wisdom Cannell to sell us the idea and quantification on the storylines. Needs are re-Invention, attention grabbing, initiatives on ideas, and to cause a stir with our competitors."
From a design perspective the new products all share one in common - visually they are curvacious by nature, and visually inspiring in terms of design. They boast T5 technology so are extremely eco-friendly. The 'elementary by design' theme that already permiates Fluorel's current brand was to be developed upon if possible - lending the dramatic backgrounds of fire, water, air and earth elements. We finally drew inspiration from the work of Maurice Binder - the brains behind many of the James Bond opening sequences. With this approach we could use the sense of drama, beauty and form, using lighting itself to create the kind of excitement that the product so readily identifies with, at the same time demonstrating the new thinking and vibrant approach that now defines Fluorel as a company. The adverts were created to tease, building intreague for the product, lit to partially unveil, creating a hunger for a little more, and supplying a URL for more information.
The female cast for the advertisement shoot had to have exactly the right look and elegant presence to complement the product. Karli Brinklow was finally cast for female interest, not only chosen for her natural beauty, but for her gymnastic background - to hold the very graceful, yet physically demanding poses that were neccessary to interact with the product. The shoot was a complete success, completed in a matter of hours and in one take. The resulting images will provide the backbone for the next run of advertisements in industry magazines and journals.