Genesis produce corporate clothing and merchandise. They tasked us with the job of producing a mixed media campaign (sales presenter, brochure and viral film) that would position Genesis as a unique brand with an offering that is markedly different from its rivals.

We based our research and campaign ideas around the company’s name and its obvious connections with the Christian Bible (and Jewish Torah). Because the connotations are potentially sensitive we were careful to respect religious sensibilities by not proposing ideas that could be interpreted as flippant or blasphemous. However this approach provided an opportunity for humour, a memorable tagline and a sense of authority combined with adaptability and reliability.

The proposition was based around the tagline Let there be… (derived from ‘let there be light, and there was light’, Genesis 1:3). This is a deliberately open-ended statement that suggests that Genesis (the company) can create anything a client desires and offer a fully bespoke service. It also suggests that when a client orders a product it is delivered promptly and to their specification. Like Nike’s ‘Just Do It’ it has an inspirational quality and subliminally recalls the Beatles ‘Let It Be’ with its spiritual message of hope. In specific product promotion we used this with a secondary tagline, ‘and there was…’ where the ellipses are replaced by the name of the product or product line.

The campaign was implemented across three main elements – a viral film (sent out as a precursor to a warm sales call), a sales presenter (containing samples to view in a sales meeting) and a brochure. The viral film was a tongue-in-cheek and deliberately cheesy retelling of the creation story, set in a beach shack. The sales presenter was presented as a family bible and both the sales presenter and brochure were titled ‘The Book of Genesis’.

See more of our work for Genesis