Turning global campaigns into market-ready communications
Client
Lowepro
Country
United States
Disciplines
Campaigns
Editorial Design
Sector
Retail
Lowepro is a globally recognised camera-accessories brand renowned for protective backpacks, cases and bags designed around the needs of photographers and filmmakers. Combining durable construction with ingenious, user-focused design, its products are built to protect valuable equipment wherever creativity leads, from everyday city shoots to the most demanding outdoor environments.
The brief
Lowepro asked BakerWilcox to support the rollout of its advertising campaigns across UK print and digital media. Working from globally developed campaign creative, our role was to translate each concept into a complete suite of market-ready assets, ensuring that the visual idea remained strong, consistent and effective across a wide range of publications, formats and technical specifications.
BakerWilcox are very much an extension of our team, working closely with us to develop advertising, POS and online material to meet the needs of our business.
It doesn’t matter what comes their way they come up with effective solutions to support our marketing activity.
Loraine MorganDayMen International
The execution
We managed the layout and production of each campaign across an extensive mix of print and digital formats. Working from the master creative, we carefully considered the relationship between imagery, typography, product messaging and calls to action for every placement, protecting the impact of the campaign whether it appeared as a full-page advertisement, a narrow digital banner or a compact trade-media format.
Where required, we also adapted campaigns specifically for the UK market, refining messaging and developing original copylines to ensure the creative felt relevant to local audiences while remaining true to the wider Lowepro brand.
The work required close coordination with Lowepro’s distribution partners, media-buying partners and individual publishers, often across complex media plans and demanding production schedules. Every execution needed to preserve the integrity of the original creative while responding intelligently to the proportions, hierarchy and viewing conditions of each placement.
The result was a series of dependable and carefully managed campaign rollouts that allowed Lowepro’s global creative to perform consistently across the UK market. Each asset felt purpose-built for its environment while remaining unmistakably part of the same campaign.
A selection of the artwork developed and rolled-out
Digital advertising formed an important part of the media plan. For each campaign, we created and animated a suite of digital adaptations, carefully reworking the layouts, messaging and calls to action for different screen formats before supplying the finished assets to a range of online publishers and advertising platforms.
Working with a market-leading brand such as Lowepro was a genuine pleasure. Its spirit of innovation gave us the opportunity to create communications that were both highly functional and visually engaging, while contributing to campaigns for a brand recognised and trusted by photographers around the world.
KELLY WILCOX