‘Sell me this pen!’ A seemingly easy challenge, a frequently referenced scenario in sales. How can you sell something so basic? So utilitarian? So cheap and readily available? I took that idea, ran with it, and produced the examples below, really trying to get to something deeper than the idea of a pen just being a piece of plastic and ink:

Ubiquitous Bic

The gym. It conjures a love hate relationship for many. For some it’s an essential part of an enjoyable lifestyle, while others force themselves to go in a form of self-torture. Then there’s the ones who never go for a myriad of reasons – or excuses?

We wish we’d done a lot of things yesterday. The reality is obviously that we can’t, the examples illustrating that point with a dose of said reality.

Money can rarely be an issue in joining a gym with many chains offering monthly fees for under £20. What better way to show how affordable it is, than to juxtapose that fact with a visual representation of unhealthy foods which someone could eschew in order to go to the gym and lead a healthier lifestyle. 

Iron, Works

Water is one of life’s necessities. Soft drinks live in a crowded marketplace inundated with various flavours, containing caffeine, and of course, sugar. So how does water stand out as a form of hydration with so many exotic competitors with addictive ingredients? Playing on Highland Springs ‘Brave New World’ campaign I came up with the following examples, with emphasis on being brave enough to avoid the unhealthy options:

Choose wisely

Wild wild west themed Red Dead Redemption is a huge success story for Rockstar, the same creator of the phenomenally successful Grand Theft Auto series. Red Dead took a little longer to catch on, but generated a large dedicated fan base meaning a sequel was essential, with Red Dead Redemption II launching late 2018. Channeling the spirit of the game led to the following very Western ‘fauxmo’ (promo) posters:

Rockstar Cowboy

I love to think of what gives a simple product value. When you break a coffee down, it’s very basic; water, a scoop of ground beans, and maybe some milk, then in under a minute (depending on how busy the place is), hey presto, £3.00 please.

Forgive the crude nature of the multitudinous coffee cups, but the idea below is effective in illustrating the cognitive distortion we have as consumers where convenience meets value for money. If the coffee is that much cheaper in Lidl, what other bargains must they have?

More than a cup of coffee