Steelcase
Think Chair Campaign
The Think Chair by Steelcase is the chair with a brain and a conscience. It's intelligent enough to understand how you sit, adjusting itself intuitively. It's thoughtful enough to measure and minimize its lifelong impact on the environment. And it's innovative enough to be the first product ever to receive Cradle to Cradle™ Product Certification from McDonough Braungart Design Chemistry (MBDC).

Situation
Antidote X was hired by Martin Williams Advertising to create digital collateral for the unveiling of the new Think Chair. Because the Think Chair is such a unique product, it required very smart and daring solutions.

Antidote X Remedy
A key element included in our remedy was the creation of a Think Chair microsite. This microsite was used as an informational vehicle during the launch of the new Think Chair product line from Steelcase. The site design reflects the Steelcase brand and incorporates shared elements with other campaign materials. The site was developed using primarily flash technology, with some dynamic flash and integrated streaming video also incorporated.

A couple unique elements were created that worked both as promotional stand-alone pieces and a method of driving traffic to the Think Microsite. One element was a dynamic screensaver that, when installed, allowed Steelcase to send information straight to the desktop of its users. Another was an interactive module which contained more in-depth Think information. This module was presented in a CD-Rom type interface, with a customized USB key used as a delivery vehicle.