To break through a crowded B2B category, we used real zebras—yes, actual zebras—and composited them to visually represent key Zebra product differentiators. The imagery was so arresting that, instead of cluttering the ads with specs, I recommended a paired media strategy: full-page ads supported by adjacent third-page units. The visuals did the stopping; the smaller units drove sales leads.
The campaign was featured in GRAPHIS, a creative advertising annual recognizing excellence in creativity—particularly rare in the B2B space.
Art Director: Martin Buchanan
Our brochure kept the clean black and white look with a pop of yellow and interesting zebra photography.
Animated banner ads got attention in boring B2B online trade pubs, driving to a microsite and getting record breaking sales leads.
