ABUS – Click To Save
To renew the reputation of the German security technology manufacturer ABUS, a new claim was introduced - The Power To Care Less.
My Role
I developed one of two competing creative concepts and a game design idea for the new "The Power To Care Less" campaign, pitched directly to the client. The idea was to bring customers and potential customers closer to the ABUS products and modernize the brand's traditional image playfully. The idea behind my design was that your belongings face real threats every day. You can minimize the risks with ABUS and feel The Power To Care Less.
Learning & Impact
My design didn't make the final round – the client chose the other direction. Presenting a concept that ultimately isn't selected is a normal part of agency work, and this was an early. formative lesson in that.
Two different design approaches were presented to the customer. Whereas the one shown above was my design, which didn't make it to the final round. The choosen design looked like this:
