TASK

Create a brand campaign to promote Konica MInolta’s passion for making things extraordinary. 

INSIGHT

We realised that many extraordinary things in life are derived from ordinary things. Glass comes from sand, from a piece of toast we make a piece of art, from a simple colour we make a way of life. Point is, it’s what we do with these ordinary things that makes them extraordinary.

SOLUTION

We created a campaign that looked at mud in its most ordinary, mundane form. We then see innovative ways in which people have transformed mud into something extraordinary, demonstrating that with a little creativity anything is possible. The idea and end line ‘Make Ordinary Extraordinary’ was born out of this simple philosophy.