Marketing is tricky. For the past five years I've worked with quite a few marketing professionals on quite a few projects. I've tried valiantly to keep my head above the avalanche of buzzwords that erupts out of my laptop speakers during every design brief video conference. At first I feel like I'm doing ok. "Native advertising? Oh I know what that is!". "Personalized content integration? Sure, that sounds like it could be a thing". But these moments of clarity prove fleeting as I feel myself buried under a deluge of "holistic-data-driven-consumer-facing-social-insights"
The Rethink Marketing campaign, in my mind, was the antithesis of this.
In this campaign LinkedIn Marketing Solutions marketed to marketers about rethinking how they go about marketing. Let's pause for a moment and count just count how many times "market" appears in that sentence. About 4,000 by my count. With such Inception levels of marketing stratification happening I was afraid that the campaign would turn into a feedback loop of buzz words and self referentialism. That's why it was super important to me that we focus on a stripped back, light and friendly approach.
Clear images, friendly typography and convivial copy prompted marketers to rethink they're techniques in an ever shifting landscape and helped highlight how LinkedIns marketing products could help them. A style guide and library of assets and examples were provided to agencies to scale this campaign globally.
In order to flesh out our library of campaign images I decided to do a small table top photoshoot. Above is a sample of what came out. All items we shot individually and combined into a multilayered photoshop document for maximum flexibility.