Recognising that the target audience is hugely diverse – everything from kitchen-table cake makers to tattoo parlours, Texture approached the brief with a light-hearted, playful angle, making a striking contrast to the dry, corporate approach more often seen in this sector. Based on the core idea that ‘Copycats are lurking’, Texture used quirky illustration and simple, underplayed humour to get the message across. Within various common scenarios faced by small business owners, subtle animation conveys the necessary emotions in the 'copycat' character – such as fear, sneakiness, shock and concern. Texture's campaign acknowledges the serious consequences of neglecting to trademark your brand, but rather than attempting to strong-arm its audience with daunting legal terminology, gently encourages them to take action.
Project: Dot, Dot, Deloitte
Company: Jack Renwick Studio