In 2012 AirSpace launched a campaign in leading trade magazines advertising its new range of Dalis CCTV cameras. Their high image quality and colour performance were the main benefits considered when devising the campaign. A slogan was created that used these benefits in a phrase with a double construction and structure but with the same meaning. To illustrate the slogan, an image of a product soaking in coloured paints was used, a colourful and attractive image that emphasises the values of the product.