Historically Profoto’s marketing existed through product launches. But the marketplace is becoming more and more crowded with cheaper lower-end brands emerging from the Far-East. As a result, they recognised that to maintain a brand leadership position there was a role for a striking piece of brand communication. Their ambition was to make a big statement. We decided to talk about the essential role Profoto plays in the creation of great images. Our Emotionally Rrelevant idea: Profoto brings the light.