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Have you ever wondered what your business might look like if it was a superhero?

Here’s the story of how we did just that for one of our clients.

Inline International support businesses with creative production through to fulfilment and global distribution. Over the past few years we’ve helped them define their brand and they recently set us a brief to create a hero campaign. Something memorable that encapsulated their full service proposition to drive direct marketing, social media and event communications.

As part of Inline’s 20th anniversary celebrations we developed the brand message ‘We’re with you for the journey’. It was a statement that perfectly encapsulated their ethos, supporting clients every step of the way with creative production through to fulfilment and global distribution. The creative brief was set to build on that statement and develop a hero campaign that would initially be used for booth communications at a key annual event, ICEF Berlin. So we set ourselves a question. ‘If Inline were a superhero, what would it look like?’

Inline deal with a lot of boxes, they have a large warehouse in Sevenoaks in Kent full of them! We’d just finalised a previous brief where we’d developed branded boxes which were proving to be popular so we built on that success and developed a character that would literally bring the box (and brand) to life. And that’s where the idea of Bob the Box was born.

Boxing clever with a helping hand from AI

In the early stages of the creative process we used AI tools to help us define the character, rendering many iterations to show the character in various poses and expressions (along with wheels in the form of a skateboard). Key landmarks from global cities showed that this character was truly global and with the ICEF event being set in Berlin, we set him against the Brandenburg Gate.

Event communications for ICEF Berlin

Applications for social and direct marketing

The character has been used to support social campaigns by our partners, Its Pzazz and we’ve also produced a ‘Build your own Bob’ kit which was used to engage with clients at live events.