To raise awareness of lateral filing systems amongst trade buyers.

This is an exceptionally low-interest category, even for stationery vendors. The strongest feature of lateral filing systems is the colour references that help people instantly see where a file belongs. We created a campaign concept that showed other instances where colour makes a difference. This execution capitalises on the sporting interests of the male-dominated trade sector in a completely unexpected way. The ad style stands-out in the highly star-burst cluttered trade press.

The ads created so much attention that we have now been briefed on a full end-user campaign.