Beyond the screen
For SMART Technologies
Challenge
SMART had created and defined the interactive whiteboard category. But now they were struggling to cut through in a crowded market.
Insight
Buyers who only see the screen miss the whole story.
Idea
The ‘Beyond the screen’ platform meant SMART could move the conversation on from tech specs and pricing to partnership, high-quality classroom experiences and learner outcomes.
Project
Concept development for a SMART brand campaign aimed at educators and school leaders. The headline construct reinforced the brand name and challenged assumptions about what SMART offers, while the bold, playful visuals focus on educators and use unexpected abstract imagery to broaden the conversation.
By using the shape of the board rather than showing it, we broke the category conventions to create concepts that would cut through.
(Or would have, if the client had gone forward with this route.)
My role: creative concepts, copy, presenting to clients.
Working with: art director.