Doors. We touch them and walk through them multiple times a day, but they aren’t something we think all that much about … unless one doesn’t open properly, or worse, slams in our faces.
For its client Diplomat, a door supplier, Swedish agency Det faced a challenge: How do you make people care enough about doors that they actually start hankering for a new one?
By creating demand where there isn’t any, of course.
Det decided to reposition doors as an opportunity to highlight your own creativity—which makes sense, since it’s usually the first thing people see and engage with when they come to see you. (This is assuming you invite people over, which we don’t. Our house is full of secrets.)
For the “Vinn Din Dorr” (“Win Your Door”) campaign, targets were encouraged to share their existing front doors, then talk about what they’d like instead. Agency designers used Photoshop to create those door concepts in real-time, then put them on a website for the public to vote for.
The winner will ultimately get his or her dream door made and installed by Diplomat. Here are a few of the designs:
“Digital configurators and apps feel a bit done and don’t always produce the best and most accurate results,” says Det art director Christian Soderholm, preemptively justifying why the agency didn’t just build an app. “Since Diplomat creates truly personal doors, why not go all the way and let real people be involved from start to finish?”
Someone should designate him to represent us when the Robot Congress debates whether humans should be retired.
But that’s a problem for tomorrow. Let’s get back to doors. If you’d like to see more Photoshopped designs, check out the website. The campaign will run through April 19.
Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters.