Criterion

The Invisible Helper

Helping you stand out

The Task

Criterion Industries are an office fit out supplier who work with architects and builders, assisting them create modern office interiors at affordable prices. Criterion were looking to raise more brand awareness in the marketplace, particularly amongst architects.

The company wanted to showcase its strengths, experience and service. Seizing upon an opportunity to screen content at an architecture-themed film festival, Criterion came to Taste because they wanted to showcase a memorable and entertaining brand piece that would connect with architects and keep Criterion front of mind as not only a preferred supplier, but as a business they could collaborate and partner with on the next pitch.

The Strategy

Architects are always under a lot of pressure from clients to create designs that are not only on trend but also affordable. We wanted to position Criteria as a brand that has their back and a brand that will help their designs stand out when it comes to design and budget.

The Brilliant Idea

Personify the Criterion brand and bring him to life as an architect’s ultimate wingman. We wanted to represent Criterion as a slick ‘invisible helper’, someone an architect could lean on and trust to help him stand out of the crowd. The tag we created was to the point…

“Helping You Stand Out”

For the architect film festival we created a two-minute brand film set amidst a competitive pitch to restyle an office interior. The film used humour and played on visual gags associated with the Criterion persona being invisible.

Accompanying the two-minute brand film, we also created four supporting web videos for Criterion to use through social media marketing. These web videos were humorous, absurd, cheeky and playful, showcasing Criterion as the ultimate wingman in a variety of situations including karaoke!

“We were looking for something different and Taste blew us away with their proposal… you could tell they thought about it a lot.”

James Shirreff

Marketing Director; Criterion

The Outcome

A variety of fun and memorable pieces of content that can be incorporated across a broad range of marketing and communications platforms including social media, EDMs and as advertisements.

Team
Creative Director
Writer & Director
Producers
Pip McKenzie
Account Manager
Director of Photography
Sound Recordist
Martin Demian
Editor & Colourist
Composer
Jonny Higgins