Ammunition founder and partner Robert Brunner was recently a featured speaker at the 2011 SXSW Interactive festival to talk about the emotion behind design and how it is driving change in the market. At the core of his presentation was the notion of “ideas, not objects” as a way for companies to connect with their constituents and develop relationships that matter.

Central to his talk was the belief that today, you can’t just create something, make and deliver it, and then expect it to do well. Products must be more than just a thing. They need to build off relevant, meaningful ideas, and the story needs to be driven through the entire proposition in an authentic way. Great products embody an idea that people can understand and engage with – one they can emotionally connect with.

This year’s SXSW Interactive Festival was held from March 11th to March 20th in Austin, Texas.

Watch the summary edit of Robert’s presentation here.

Ammunition's work for the launch of the Kohler Numi toilet was released today at an event in New York City.

Created to associate the Kohler leadership position with the concept of gracious technology, Ammunition wrote, designed and produced an integrated launch campaign including video, photography, web, print, packaging and merchandising components.

Engineered by Kohler to deliver many new technology-driven comfort and water-saving features within a forward-looking industrial design, Numi is pretty audacious in the sense that it rewrites the rules of what people might expect from something most of us take for granted. Numi presented us with a unique set of communication and positioning challenges and the goal of the overall campaign was to magnify the sense of aspiration and luxurious technology residing within.

The launch represents the latest installment in a longstanding collaboration between Kohler and the Ammunition team. Prior collaborations include identity and launch campaigns for Kohler’s Karbon faucet line, Formilia modular bath fixture line, Flipside showering product, and Honed White product editions.

To learn more about the product and campaign, explore the Numi microsite designed by Ammunition or click over to the work section of our website.