International accreditation system of World Bank Group that carries out accreditation of testing laboratories and certification bodies for assessing compliance with ISO standards
The CMCG team faced a difficult task – to prepare a series of short videos and printed materials about the activities of the International accreditation system and the algorithm for obtaining international certificates. This project is a multi-channel advertising campaign aimed at informing exporters.
We conducted an analysis of the target audience and, based on its results, developed the advertising campaign style, its characters and locations. We tried to remove complex terminology as much as possible and show the key actions with maximum visual expression. For the production of commercials, it was no coincidence that we chose 2D vector animation, as it allows to place a maximum of infographics on camera and doesn’t distract the viewer from the text by additional special effects. Difficult things should be said as simply as possible. Pastel colors of a simple background, an understandable recognizable main character, light infographic icons – all these make the video easy to watch, positive and intuitive.
Based on the design of short videos, we also developed information promotional materials – booklets and flyers, radio commercials, as well as key visual effects for digital marketing.
This project is an example of excellent informational marketing in the B2B segment, taking into account the complexity of the informational specifics.