Strategie & Art-direkce & Komunikace
For ACO Building Drainage, we developed a global strategy and creative concept for the commercial kitchen segment. The essence of the strategy is to reposition ACO from a supplier of building elements to a partner for professional catering. ACO will achieve this by connecting to the theme of healthy kitchens, or surprising the professional community with all the things that make a healthy kitchen. We start from the premise that nutritionally healthy food is not enough. Healthy cuisine should consider sustainability, the health of the entire supply chain - from ingredients to operations to waste management. The creative concept and art-direction of the campaign aims to surprise. In the first step, we surprise with unconventional visuals that combine ACO products with healthy ingredients. The second step surprises by showing that there really is a direct connection between ACO products and healthy ingredients, i.e. that ACO really does make the kitchen healthier. The communication campaign is based on a short image spot that links the theme of healthy cuisine with ACO products. The image spot is followed by direct and social media communication.