The global leader in hinge, lift and drawer systems (i.e. the behind-the-scenes wizardry that makes kitchens work smoothly), Blum turned to Cairn to create a launch campaign for their new Carbon Black Legrabox drawer targeting the distribution network – the Austrian manufacturer’s primary trade channel.

The product idea was borne out of the design trend for dark surfaces. So with a brooding key visual and the line “Welcome to the dark side”, we encouraged the B2B audience to discover more about this stunning new drawer and spec it into the kitchen manufacture process.

This integrated campaign included ads in key industry titles, solus emails, digital banners and social media, further supported by bespoke content for Blum’s key customers to amplify the launch on their own channels.