Advertising for Dexion

Dexion Corporation Australia needed to show that they were not only innovators in the field of industrial storage and logistics but  were also one of oldest companies in the industry and had practically invented the concept of racking, picking and delivery.

We proposed a series of advertisements that linked Dexion to the great inventors and innovators of history.  We wanted to show how the Dexion warehousing systems had revolutionised the way products were stored, handled and delivered.

We engaged a photographer and stylist we knew could deliver the image we were after and we hired the models who had the appearance that suited our concept.

The final photographs were used in trade journals in a campaign that lasted a for a year.

The final images were used for print collateral to reinforce the advertisng campaign and raise awareness of the Dexion brand.

Another creative concepts we delivered for Dexion was the 'taking the ice to the eskimo's' concept. This was used to advertise Dexion's cold room and freezer shelving.
We used the image of the attractive eskimo (yes, we know the correct term is inuit now) girl in the cold room with her store of fish frozen in blocks.
It was interesting working under the hot studio lights and getting the shot done before the blocks of ice melted. And the poor model was sweltering under all that fur. The fish were photoshopped in later.

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