Marking 200 years of innovation for Armitage Shanks.
A celebratory marketing campaign created by Linney to mark the 200th anniversary of Armitage Shanks has picked up a coveted industry award.
The campaign paid respect to 200 years of continued innovation with a consistent and controlled identity system applied to a host of activities and materials throughout 2017.
The theme – which ensured the brand’s heritage was celebrated while paving the way for the next 200 years – was named Best Branding and Positioning at the Construction Marketing Awards in London in December.
The identity system was employed on supporting materials at various events for the iconic bathroom, sanitary ware and washroom provider throughout last year.
One such event was the Fountain 17 show in London, commemorating not just Armitage Shanks’ birthday, but also the centenary of Marcel Duchamp’s ‘Fountain’ sculpture.
Linney was on hand throughout the year’s events to ensure the brand’s 200 identity always looked its best.
Armitage Shanks 200 years press kit
Spreading the word
With the identity system established, we used it first in a campaign kit launched to industry press. Unveiled at a media event at London’s Sanderson Hotel hosted by the CEO, UK Marketing Director and Vice President of Product & Innovation of parent company, Ideal Standard, it included:
- A set of postcards charting the brand’s history of product innovation
- News releases announcing charity initiative Armitage Thanks, an online ‘H2O-levels’ competition and the Beats200 smartphone app (which featured the Linney-designed branding and enabled users to create and upload music from plumbing-related samples)
- A porcelain smartphone speaker, perfect for listening to the app on
The press also received invitations to the brand’s Big Birthday Bash celebration.
Room dressing at the press launch event
Unveiling the brand’s celebrations to media representatives
Invitation to the Armitage Shanks Big Birthday bash
The Big Birthday Bash
On Sunday 26 November, clients, guests and colleagues of Armitage Shanks gathered at Birmingham Town Hall for an evening of 200 year celebrations.
With the venue designed and dressed by Linney, comedian Patrick Kielty took to the stage to begin the party proceedings.
The event featured interviews with the company’s leaders plus performances from Escala and Beverly Knight. Linney also invited Birmingham Young Poet Laureate winner, Matt Windle, to read a specially commissioned work, performed poignantly over dramatic films crafted by Linney.
Matt Windle performs a specially commissioned poem at the event
Party guests discover anniversary materials created by Linney
200 years branding projected around the venue
A history of innovation in postcard form
Guests look back on a proud heritage
Providing event set-up, assembling stage decorations created in-house and dressing the venue’s lobby, bars and VIP areas, Linney ensured the 200 year theme prevailed and contributed to the party atmosphere on the night.
A Linney crew remained on hand to capture the celebration in a final film and provide a lasting memento for everyone who attended.
Host Patrick Kielty quizzes business leaders
Escala perform live at the Big Birthday Bash