International 360 campaign created for the New York headquarters of IAA.
Legal restrictions on brands and their visual identification are a global problem that occurs in many countries around the world. The aim of the campaign is to promote the brand as a value which is not only a sales tool, but also a commitment that the company makes to the customer.
In order to achieve global effectiveness of the campaign, we relied on codes that are readable in all latitudes – such as the human face or the national flag. They are also elements of the "brand".
In the campaign, we show a world without brands. It is a world without identity, without trust, without choice, without emotions, without pride. These contents and values are communicated by our 360 campaign for the brands and in defense of them, summed up by the claim: "We love brands".
The campaign was launched in Russia, China, Kuwait and Malaysia. It will soon appear in other markets.