There were three key pillars to the brief — to show collaboration, be entertaining, and demonstrate the authenticity of the brand.
The real Bluebeam
Our strategic direction leveraged the real users of Bluebeam.
Allowing the stories to be told by the people on the ground. Focussing on the tips and tricks, these invaluable nuggets of information can act as inspiration for others.
After an in-depth review of core competitors, it was clear that a fresh approach was needed.
The industry tropes were immediately evident — photographic models, hard hats, on-site, holding a tablet.
Our visual approach would have to be fresh and break industry conventions.
Look at the competition and you’ll see nothing like the work we’ve developed for this campaign.
Meet the Smartcutters
We worked with 25 users around the world to showcase their Smartcuts.
Taking each user we lovingly illustrated and animated each, showcasing the amazing attributes of the software.
It was important that we captured both the personality of the customers and the benefits of using the product in a creative way.
To elevate the campaign we had to consider longevity and ownability.
From the core idea this filtered into brand assets such as typography, colour and illustration.
The Smartcuts are all housed on a dedicated microsite, with one user being revealed each day throughout October into November.
The campaign will also be supported across Twitter, Instagram, Facebook, and LinkedIn. As well as posters and a set of playing cards.
The new work has been deployed across many channels and will be rolled out in the UK, USA, Australia, Germany, and the Nordics.
Our approach was delivered not only online through social, and digital but also through print in the form of playing cards and posters which has brought the campaign to life in such a compelling way.
The campaign has proved instantly successful on launch, with users around the world interacting and suggesting their own Smartcuts.
It was important that this campaign showed how diverse the design and construction industry is.
With customers worldwide, we represented both a variety of ethnicities and gender.
In addition to the playful look and feel, this campaign also uncovers many features within our software that can make their day to day a little easier.
We are thrilled with the result and the collaboration with SomeOne made this really easy and enjoyable.