Bollard Protection in LEGO
When Axelent was launching its new bollard protection system, we developed a campaign that educated, attracted, and engaged — setting a new standard in the industry.
Axelent
Assignment
Product campaign
60
markets around the world.
Axelent is a leader in industrial safety solutions.
Safety in a New Form
When Axelent decided to develop a bollard protection system, the ambition was to refine the very idea of what a bollard system could be. The result is X-Protect. With its uniquely modular design, the system is revolutionizing the entire industry.
A Campaign Built on Modularity
Ahead of the launch, we created a full arsenal of motion media, tailored for different channels and purposes. The idea was as simple as it was inspiring: What if bollard protection systems were built as modularly as LEGO? The result was a visually striking concept that put the product at the center while sparking curiosity among the target audience.
Optimizing Storytelling and Impact
The campaign’s hero film, 45 seconds long, was complemented by a longer version for channels with greater attention spans. To maximize impact, we used traditional storytelling techniques in the long version, and the social media-optimized ‘Emerging Story Arc’ in the short version. This allowed us to balance narrative depth with precision in reach and engagement.
