Fall is tradeshow season in the world of fabrication, which means two things: It’s a buzzing market and it’s the perfect platform for big announcements. And in the fall of 2016, our client ESAB Welding & Cutting had some huge news. They’d be releasing a monumental lineup of new products – eight, to be exact. Our challenge was to create a cohesive campaign that would break through clutter and fuel unheard-of levels of hype.
As we learned about the otherwise-disparate group of products, we found some connective tissue: Each one was built with breakthrough technology.
We harnessed that fact into a powerful package that would overwhelm the market – and our competitors – with an avalanche of innovation. We took a two-stage approach that included a teaser campaign to generate preshow buzz and a launch campaign deployed on the tradeshow floor.
Teaser print ad.
Launch print ad.