ACRO Seating

ACRO is an established aircraft seating manufacturer with a strong reputation for combining lightweight engineering with passenger comfort and intelligent design. Ahead of the launch of a new seating range at the Aircraft Interiors Expo in Hamburg, they needed a campaign that would introduce the products with confidence and give the launch a distinctive visual and verbal identity.

Our involvement began with the naming of the new range, followed by the development of campaign headlines, straplines and supporting messages that could work across a broad mix of applications.

With an existing brand and style guide already in place, the challenge was not to reinvent ACRO, but to create a launch campaign that felt fresh, premium and memorable while remaining unmistakably part of the established brand.

The resulting campaign needed to work consistently across social media, digital advertising, exhibition graphics, print advertising and the physical stand environment.

We began with the words. Using traditional copywriting and naming techniques, we explored a range of product names, campaign headlines and straplines before refining these into a core set of messages that could be used across the launch.

Once the verbal direction was agreed, we developed a visual concept around the hummingbird. Its lightness, precision, delicacy and ability to fly made it a natural metaphor for ACRO’s approach to aircraft seating and gave the campaign a distinctive visual device without competing with the products themselves.

Working within ACRO’s established style guide, we applied the concept across a wide range of materials, including animated GIFs, social media posts, magazine advertising, lightboxes and exhibition graphics for doors, windows and other elements of the stand.

The result was a coherent launch campaign with a premium, assured feel, carrying the same idea from the smallest digital asset through to the exhibition environment.