Leith London has devised a $5 million pan-European press
campaign for the data storage company Iomega International, which aims
to appeal to both corporate IT decision-makers and home PC users.
In the first work Leith has produced for the company since winning its
account in July, humorous computer-generated images will promote two
In one, a rhino has a carry handle on its back to promote Zip disks, and
a second shows a sumo wrestler on a space hopper to promote the Peerless
portable hard drive.
The campaign will position Iomega as a specialist in data storage,
looking for a competitive edge in this field over its competitors - IBM,
Sony and Hewlett-Packard.
Dave Thomas, the account director at Leith, said: "We're trying to
create a friendly and funny personality for the brand to make it
different from its competitors."
The aim is also to take the products to a broader audience. This is
reflected in the media schedule, which includes mainstream lifestyle and
design magazines in the UK, France and Germany from October.
The ads were art directed by John Messum, Louisa Almgrem, Guy Manwaring
and Chris Kelly and copywritten by Paul Silburn, Tim Collins and Rob
The designer was Big Active and the illustrator was Simon Henwood. Media
planning and buying is through Media Planning Group.