Devine Casts New Seat in Human Scale

BOSTON – Devine & Pearson has devised a print and collateral effort to help launch the Freedom chair, the first ergonomic office furniture from Humanscale of New York.
“We’ve left out some of the things you’ve come to expect in a task chair, like complicated knobs, locks and levers,” begins an ad appearing in Metropolis, Interior Design and other specialty publications. “We’ve added intelligent mechanisms that will truly support an infinite number of spontaneous movements,” the copy continues. “Experience the new way to sit.”
The campaign targets architects, interior designers and facility managers who might buy the chairs in bulk when they become available later this year, said Jon Craine, managing director of corporate identity and design at Devine & Pearson, Quincy, Mass.
The ads also double as a corporate push for Humanscale, which is trying to establish a higher profile in the industry, said Craine, who wrote the copy with Rubin Sawyer and client official Tom Rebelle, teaming with designer Masha D’Yans. Humanscale is buying media in-house. Spending was not disclosed.
Devine & Pearson last year was hired by Humanscale, a maker of ergonomic office products such as keyboards and mouse pads.