[Insight / Strategy / Concept Development / Art Direction]
Amtico are a global flooring company that designs and produces LVT (luxury vinyl tiles). The challenge they are facing is that they are the best and also the most expensive – a point they have to justify.
The shift we made was reframing ‘expensive’ to change how their brand is perceived.
Undertaking research into their history and a competitor audit, we identified a space they could own and what they stand for – originality, confidence, pride.
These became their beliefs and the jump-off point for the creative.
Running an internal 360 creative session we went wide exploring each of these beliefs creatively – developing 3 big creative directions that came to life through sketches, mood films and 3 playbooks.
The floor is yours.
‘The floor is yours’, celebrates individual expression, by handing the floor over to the audience – the designers, architects and creators.
Using wit, charm and confidence (swagger), we created a straight up brand building campaign that becomes more than just a series of static ads.
The creation of the ads themselves become film-led content that creates rich stories around our adverts.
Providing a creative platform for Amtico's talented designers as well as opportunities for quest artist and product collaborations.
Creating double page advertorials in online and offline industry publications as well as pushing out further into the wider design and creative community.
Taking the campaign beyond the usual ad placements, greater engagement is gained through collaborating with brands such as Arper and artists like Morag Myerscough.
In the form of a series of interviews / podcasts, where we hand the floor over, to share their process, inspiration and what confidence means to them.
Amtico showrooms become an invitation for creativity and imagination by handing over space to our audience – the designers, architects and creators.
Rethinking the lifecycle of their products by recycling their vinyl to become records containing original artists, played at reimagined industry events such as Clerkenwell, where the space becomes the platform for guest speakers, DJs and designers.