Our task from Brother was quite simple. They wanted to be an even bigger Brother. To achieve this, they launched a new generation of Brother printers and in the process, sought to reinforce Brother’s position as a leading supplier of small business printers, in the face of increasing competitive activity from other global brands. Without wishing to big ourselves up, the idea we came up with was perfect. You see, many small business owners are either blissfully unaware or completely disinterested in their printing costs, wrongly assuming that they are a necessary evil and delegating the purchasing decision accordingly. Our strategy therefore, was to create a high impact campaign to offset this widespread inertia, adopting a distinctive and highly assertive tone of voice to alert small businesses to the losses they were incurring. The resulting ‘He’s a loser’ campaign achieved an immediate uplift in sales during the launch period, elevating their brand position and also winning a leading business to business advertising award in the process.