Reintroducing a beloved icon to the new creative class
With the launch of the 25th-anniversary edition of the Aeron chair, Herman Miller recognized the need to tell the story of how behind-the-scenes innovation had improved a classic design.
The juxtaposition of the re-engineered chair’s timeless design and cutting-edge ergonomics drove the visual and tonal inspiration for the Masterpiece Remastered campaign. The campaign revitalized audiences that were nostalgic for the original product and engaged a new class of creatives considering an Aeron for the first time.
Generating a 3x increase in new site visits attributed to the campaign
BUILDING A NEW BASE
Driving 77% more new customers into sales funnel
Engaging key sales partners by providing B2B-specific tools and assets