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March 31, 2005
Torque Satisfies an Appetite for Awards at
The Business Marketing Association
with Stephen Hamilton Photographics’ Collateral Material
Torque Ltd., brand-launch communication and creative services firm announced
the receipt of the Business Marketing Association of Chicago’s illustrious
Tower Award, for the development of printed collateral material for client
Stephen Hamilton Photographics.
As a fifteen-year veteran of Chicago’s elite food photography industry,
Stephen Hamilton has developed a succulent reputation through work with
such clients as Red Lobster Restaurants, Weber-Stephens (grill manufacturer)
and Burger King.
"Today, direct marketing campaigns must get noticed, entertain, educate and ultimately elicit a response (usually in the form of a phone call or visit to a website). That’s a lot to expect from a marketing vehicle. I believe our campaign captures those elements, and all with the distinct flair and style of our agency," explains Kevin Masi, principal and co-founder. "In addition, the mechanics of the program make this a precise marketing medium: targeted, experiential and measurable."
“Our goal was to create highly engaging, intimate and interactive pieces
for Hamilton. We did all sorts of unexpected things: closed the brochure belly
band with an ornate toothpick. Put a imprinted napkin inside. Bucking printing
tradition, we used uncoated papers with spot varnishes to create subtle vignettes
of vintage restaurant and farm-stand signage. All the little details draw
you in, emphasizing the warm and human qualities of the work,” says
Eric Masi, Torque’s creative director.
“We didn’t think
Hamilton would go for such a non-traditional approach. The BMA Tower award
is a good first indication that we’ve made the right move, and that
Hamilton should expect heightened visibility among his prospective customers.”
In addition to the collateral material, Torque showcased a large archive
of Hamilton’s client photography across a CD-ROM presentation, website
and direct mail program. The work is a strong statement that reinforces
not only the value of original photography in a world of licensed images,
but the belief that creative vision can be an ever-evolving exploration
and discovery that still fully serves its commercial purpose.
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