Ever since it was founded in 2011, Colorado-based Aleph Objects, maker of the popular, award-winning line of LulzBot 3D printers, has been working hard to increase its global reach. Earlier this year, the company, which was built on the philosophy of user freedom, welcomed a new president and introduced new hardware, announced a partnership with IC3D for the first ever open source 3D printer filament, and opened both a new building and a new line of credit; all of these announcements have been able to help position Aleph Objects, and LulzBot 3D printers, for further industry success. Now, the company has partnered with Made Movement, a marketing and ad agency located in Boulder that specializes in brand transformation, to launch its first brand campaign just ahead of Black Friday.
According to Made, the newly launched “Make Everything” creative campaign and brand strategy are showcasing the “untapped potential of 3D printers” and celebrating makers themselves.
Graham Furlong, President and Chief Strategy Officer of Made, told 3DPrint.com, “When companies are courageous enough to write the next chapter for an entire category they win in a big way, and Aleph is doing exactly that by reimagining making for all.”
The hype that has long surrounded 3D printing technology is over. More than just fun tools for hobbyists to make tiny plastic Yoda figurines with, 3D printers are put to good use in nearly every industry, including education, medical, manufacturing, and scientific research. When it seemed that everyone in the world was losing their minds over desktop 3D printing in 2014, that excitement did not sustain when a multitude of unreliable, low-cost 3D printers caused disinterested consumers to walk away.
But Aleph Objects did not fall into the trap other companies did, and remained committed to developing tools for more serious users working with applications such as motorcycle parts, turbines, and even homemade electric airplanes.
Furlong told 3DPrint.com, “Aleph is calling in a new era of making, and with that they’re unlocking growth for their business in an entirely new way.”
According to Courtney Mimmo with Made Movement, the agency works with many national companies on all campaign aspects, such as strategy, design, creative, and technology.
“Most agencies are good at making meetings. We’re good at making stuff,” the website reads. “And in our experience, brands that make the most stuff win.”
Made is passionate about “making things happen for brands that make things,” and is now working with Aleph to help welcome a brand new era of making, and reboot 3D printing, with its “Make Everything” campaign, which is running on social media and in an industry magazine publication as a print piece.
“When advanced manufacturing technology, the kind of stuff that’s normally reserved for big corporations, makes its way into the hands of individuals, things start to get interesting. Making things you would normally buy completely disrupts consumerism, and it’s gonna happen more and more in the future,” said Dave Schiff, Founder and Chief Creative Officer of Made.
The campaign’s first action is this back-cover ad that’s currently running in the industry magazine – while the dark background lighting and ridiculously handsome, serious-looking male model wearing a prominently displayed timepiece may at first appear to be one of those dime-a-dozen advertisements for luxury watches you can find anywhere, the ad is actually for LulzBot 3D printers.
The ad is refreshingly new and different – rather than sending consumers out to a nearby retail location, it instead asks them to visit LulzBot.com/make-time to download a free CAD file for the featured green watch, which can be easily 3D printed on a LulzBot 3D printer.
Harris Kenny, Aleph Objects President, said, “‘Make Everything’ captures our commitment to manufacturing tools for evolved making. With Made, we found a partner crazy enough to help us share this story and we are excited about challenging users to ask themselves, what can’t they make?”
Over the next several months, Made and Aleph Objects will be introducing more media placements for the “Make Everything” campaign, so keep your eyes peeled.
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