Project example pages
Project overview
The world leader in valves, thermostats, cooling technology, hydraulics and motion control, this Danish industrial institution found its lucrative water-based under floor heating market challenged by a much cheaper, highly-efficient electric system. Danfoss bought the competitor, and I was brought in by the lead agency in Denmark to help develop a creative communications strategy and executions for the new product launch.
Targeted at the company's huge network of plumber resellers and at the channel, the campaign was led by this 18-episode, hand-drawn cartoon strip that showed the slow conversion to the new technology of a traditional, change-averse plumber by his newly-qualified, energetic young son. A full range of support materials was also created, including B2C ads and a suite of sales and technical literature for the plumbers.