Herman Miller Concept
This campaign is business-to-business, which aims to sell things to other companies instead of directly to the consumer. Herman Miller is a company that can revamp a business' workplace with their ergonomic and scientifically designed chairs. In this campaign, I did the copywriting.
The goal of this campaign was to remind other businesses that Herman Miller is made specifically for productivity, supporting those who work from home, are doctors, lawyers, accountants, and advertisers; everyone who needs a chair to sit in, your back will thank you.
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Copywriting, Art Direction
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Illustrator, Photoshop
Online
These two banners would be in Architectural Digest or WorkDesign magazine online, both of which have sections on how to make your workplace more productively designed. The top one, "Scientifically designed to create new perspectives" is referencing the research that went into designing their most ergonomic and popular chair, Aeron. "Assembled to Support" shows that Herman Miller supports productivity as that is the reason that they are assembled.
The second half of this campaign focuses on print advertising. "Graduated Summa Cum Laude" as a billboard across from a school targets Universities and tells the viewer that Herman Miller is the best of the best, 4.0 chair. "401K for Back Problems" is referencing that using a chair that is ergonomic and scientifically backed is looking out for future you, or for an employee's future health. "First Class Comfort, Wherever your office is." is a headline that hopefully portrays Herman Miller as a company that supports businesses, specifically CEOs who have the power to make decisions to use Herman Miller throughout the office. This would be placed in airports or train stations, places that traveling workers would frequent.