climowool: proverbially the perfect glass wool

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.

MoreLess

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.

GWA Profi Award 2015
Winner
Category industrial goods
up to 50 m Euro

Öffentliche Werbeflächen mit Kampagnenmotiven

Taschen und Postkarten als Messe Give-Aways

A campaign that just works in any context.

Related Cases

Previous to top Next

This website uses cookies. Those have two functions: On the one hand they are providing basic functionality for this website. On the other hand they allow us to improve our content for you by saving and analyzing anonymized user data. You can redraw your consent to to using these cookies at any time. Find more information regarding cookies on our Data Protection Declaration and regarding us on the Imprint.

Mandatory

These cookies are needed for a smooth operation of our website.

Name	Purpose	Lifetime	Type	Provider
CookieConsent	Saves your consent to using cookies.	1 year	HTML	Website
fe_typo_user	Assigns your browser to a session on the server.	session	HTTP	Website

Marketing

With the help of these cookies we strive to improve our offer for our users. By means of anonymized data of website users we can optimize the user flow. This enables us to improve ads and website content.

Name	Purpose	Lifetime	Type	Provider
_ga	Used to distinguish users.	2 years	HTML	Google
_gat	Used to throttle request rate.	1 day	HTML	Google
_gid	Used to distinguish users.	1 day	HTML	Google

climowool: proverbially the perfect glass wool

A campaign that just works in any context.

Related Cases

RS Special

Deutsche Messe AG

Deutsche Messe AG DOMOTEX

2021

quick-mix

Schwenk Dämmtechnik

Schwenk Dämmtechnik

Viebrockhaus

Viebrockhaus