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Bad Spare Parts
Fette needed to stress how non-OEM parts were not a good idea for their top-of-the-line tablet presses … the Cadillacs of the industry. The Frankenstein monster was ideal to represent this, but a licensed photo from Universal Studios was out of their budget. Starting with an image of someone wearing the right outfit, I manipulated hair and face to resemble Boris Karloff. A stand up model of the monster at their next trade show was a huge success. After a full year of promotion (including trade show giveaways, flyers and calendars), the company set new records for parts sales and the campaign garnered awards from the trade publications for “impact, recall and awareness.”
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