A bold creative strategy for a technical product launch
Process
Campaign planning
Concept development
Campaign photoshoot
Asset production
Multichannel execution
The Challenge
Nuaire, a leader in ventilation solutions, was launching a new metal air-brick to help architects and specifiers meet updated fire-safety standards. But they faced established competitors who already dominated the market. They needed a campaign that would cut through the noise and build immediate engagement.
A ‘traditional’ campaign, focused on technical details, would struggle to generate attention in a crowded sector. To stand out, we needed a visually disruptive concept that would grab attention – while still reinforcing Nuaire’s technical credibility and fire-safety expertise.
The Response
We built the ‘Only Metal Will Do’ campaign around a heavy metal-inspired creative concept.
Nuaire’s sales team were transformed into metal icons – complete with face paint and wigs – for a bold photoshoot that delivered fun, surprising visuals. The imagery and messaging (‘Only Metal Will Do’) were rolled out across social media teasers, industry press, digital ads and a landing page.
A swatch booklet in the style of a vinyl album showcased product colours alongside our rock-inspired visuals, reinforcing the brand’s unique personality and technical credentials.
