A dream.
It is one of the best things that can happen to an advertiser: Firstly, an ambitious client and a great product. Secondly, the desire for new brand positioning and a fresh communicative presence. We started by developing a new positioning. The result: Away from the product, towards a lifestyle. Towards a "space for self-expression"!
BREAK FREE FROM THE SAME OLD ROUTINE.
... Therefore, we developed a new photographic style for the interior and exterior shots: moving away from purely informative product photography towards beautiful holiday images that inspire a desire to travel with Malibu. Especially for the interior shots, the lighting mood, depth of field, and fine styling were intended to differentiate us from other providers.
SPACE FOR SELF-EXPRESSION.
Expanse and freedom – this association is also embedded in our new brand claim. And it is precisely this unconstrained feeling that our "grand" exterior shots capture.
STORYTELLING – IF NOT NOW, WHEN?!
What do you talk about when you're on holiday? Certainly not just (typically German?!) how much a cappuccino costs. But above all, what you experienced along the way. And it is precisely these beautiful experiences that we use to whet the appetite for travelling with Malibu.
THE PIVOT: THE CATALOGUE.
The main medium's flair was intended to be modern, light, and inspiring – despite the wealth of information. Grids, fonts, colour choices, and even the text style contribute to this. Successful? See for yourself.
