Lights. Camera. Traction.

Advertising | Copywriting
  • Engage Disegno
  • Adrian Elton Creative*
  • Positioning Line
  • Copywriting

Engage Disegno is one of Australia’s most innovative brand activation and events agencies, distinguished by the way that they help their clients gain meaningful traction in the marketplace.

When it came to developing a powerful and persuasive positioning for them, there was only one true contender.

“Lights. Camera. Traction.”

The line subverts the classic film set directive and conveys the Engage point of difference; taking projects from ideation right through to execution, leading to all important behavioural shifts, whether measured in increased sales, or just increased awareness.

Engage loved the line so much that they printed up t-shirts emblazoned with the slogan for their event personell to wear.

Having nailed the Engage positioning, “Lights. Camera. Traction”, the next task was to expand the brand story across the copy for their website.

The challenge in this case was to write it in such a way that it built their irreverent brand personality, while simultaneously including a raft of SEO friendly terms.

This is where writing is more like sculpting in clay, as you squeeze, nudge and pinch the copy into its final form.

Lights. Camera. Traction. Image
Lights. Camera. Traction. Image