How did we communicate that climowool is the perfect glass wool? We chose not to - in a competitive industry, such a bold statement risks a litigious response. However, by expressing it in a cliche we not only played it safe - we managed to make an even stronger impression. And the execution worked even better than we could have hoped for.
Each slogan refers to a product feature of climowool, communicated through a famous German proverb. The great thing about this concept was that because there are so many proverbs available, we didn't have to recycle any.