Project: Dropbox Capture, spec project
Challenge: Inform users of a new product and its features and benefits, establish name dominance of the digital business comms space.
Solution: This ad invents a new term for common usage (like Kleenex, Xerox, or Google, etc.) to at once package the product feature set as a unique offering, make it seem familiar, and assert name dominance in the space. A dictionary definition is provided that both describes the features and their benefit.
The product’s benefit is then reinforced using the common, 'This meeting could have been an email' trope - the implication being that the product will reduce costly and inefficient meetings, increase productivity, and reduce workplace boredom.
Design Notes: Stock image © Dreamstime. Inset image, logo © Dropbox.