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Bluebeam Smartcutters

Cutting it smart

We created a digital campaign for Bluebeam that bulldozed the construction-tech advertising mould.

Standing out in the sea of sameness

Advertising in construction-tech is overwhelmingly stale and samey. Think models in hard hats pointing at iPads. Our long-standing client Bluebeam came to us for a fresh approach.

Working with our design partners at SomeOne, we created ‘Meet the Smartcutters’: a digital campaign sharing top tips for getting the most out of Bluebeam’s software, from 25 real users around the world. The campaign celebrates the diversity of the Bluebeam community – and puts the “fun” in functional.

Balancing clarity and character

The Smartcutters were illustrated and animated in colourful, playful style, standing out in a sector typically defined by tired stock imagery. The copy needed to be clear and characterful in equal measure. We wrote engaging headlines and squeezed each Smartcut into a punchy paragraph for social.

Each Smartcutter was introduced on Bluebeam’s social media channels over the course of a month. A physical deck of Smartcut cards accompanies the digital campaign.

We are excited to feature users from around the world in our new Smartcuts campaign. When working on such a global effort, we decided to partner again with Reed Words. Not only do they know our voice, but they understand our customers. The result is an engaging campaign that helps our audience discover new functionality they didn’t know existed.

Kristine Sheikh
International Marketing Director