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Allsteel “Expected” Campaign
Allsteel discovered that their brand was not top-of-mind in several key markets. In fact, those who thought of Allsteel had an outdated perception of their products. The challenge: encourage architects and designers to take a fresh look at themselves, and in doing so, a fresh look at Allsteel.
The green sheep campaign encouraged the design community (known for wanting to be unique and daring) to challenge their preconceived notions and stop following the herd. The campaign disrupted the market, garnered attention and endeared the Allsteel brand to a typically skeptical target market.
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