NEW YORK Doremus' first print work for United Technologies Corp. juxtaposes black-and-white images with a color band made up of different shades of blue. Each shade represents a United Technologies brand, such as Otis elevators, Carrier air conditioners and Sikorsky helicopters.
Doremus created the band motif after realizing that blue is a component of each brand's logo, said Evelyn Monroe Neill, president of creative at the Omnicom Group shop. And to make the device stand out, black-and-white photographs seemed ideal, Monroe Neill added.
Each photo highlights a United Technologies offering. In one ad, a boy knee-deep in a lake reaches down to cup some water in his hands. "What will your children take for granted?" the copy reads. "Hydrogen fuel cells." Another ad depicts a businessman inside a clear elevator, briefcase at his feet. "What really changes the world? Elevators and refrigeration," states the text.
The new campaign, which broke this week, includes six print ads, six outdoor posters and a 10-second identification message that will run under the stock ticker that accompanies financial news programming on CNBC and Bloomberg TV. "This is momentum" is the tagline.
The campaign is Monroe Neill's first effort since joining the New York shop in June from Deutsch in New York, where she had been group creative director. She replaced Danny Gregory as creative chief.
Describing the creative approach, Monroe Neill said, "I felt like it needed to have a sense of grace." The stark photography also added "stature" to the ads, said the creative chief, who also was the copywriter. Alexander Duckworth was the art director and creative director, and Craig Cutler was the photographer. Fuel in New York handled post-production on the print work, while the New York office of Verb helped produce the identification message.
A budget was not available. The Stamford, Conn.-based client spent nearly $20 million in measured media last year, according to Nielsen Monitor-Plus.
Previous ads, from Havas' Euro RSCG Wnek Gosper in London, bore the tag, "Next things first." Doremus won the account in February following a review.