The key visuals depict the protagonists in a defining moment. About 50 additional images further tell their stories in the workplaces of SMBs – in new locations, performing different tasks, through various encounters.

People and settings remain unmistakably recognizable. This creates flexible imagery for all campaign phases, formats, and channels.

The protagonists were conceived as distinct characters. Each character was assigned a professional role, a regional context, and a specific challenge from their everyday work life. Global research and user segmentation provided the content foundation for this.

A key challenge was to ensure consistency across all applications. Faces, expressions, clothing, and environments were to be recognizable in key visuals, other imagery, social media assets, and animated scenes. These characters offer different perspectives on the digital workplace while also forming part of a cohesive campaign universe.

From the initial contact to the final solution, every step is carefully orchestrated. A campaign structure consisting of four phases that build on one another guides the social media formats for Instagram and LinkedIn.

PHASE 1  Awareness and Image

The Hero trailer introduces the campaign world. It shows people who are fully focused on their work – immersed in their respective environments and engaged in their everyday tasks.

PHASE 2  Focus and Pain Points

15 single trailers focus on 15 characters whose professional focus is challenged by a specific obstacle that distracts from their actual task. Each character has their own short story.

PHASE 3  Benefits and Emotion

Now the mood is changing. The protagonists look into the camera with a sense of relief and confidence. The benefits of these solutions are evident in a workday that now leaves room for what really matters.

PHASE 4  Product Connection

The fourth phase links the challenges presented earlier with specific offerings from Konica Minolta. Attention and recognition create a clear connection between the need and the solution.

From the very beginning, the campaign was designed for international use. Videos, social media assets, ads, landing pages, email banners, etc., were prepared in appropriate formats. Clearly structured text layers and flexibly customizable templates facilitate translation into other languages and adaptation to other markets.