With a raft of new product initiatives it formed our initial focus for the marketing activity. There was a need to clearly and with high impact, start a conversation about the hidden danger lurking deep within all heating systems that are not already fitted with either ADEY filters, or benefited from their protective solutions. The result of potentially not using these resulting in a toxic build up of something nicknamed ‘sludge’, a corrosive oil-like substance.
With a pre-defined brand style already in place the task for Fireworx was to adapt the established look, while also creating a new way to convey the variety of messages across digital, print, advertising and events.
Sludge was used to form a campaign awareness about this toxic issue taking inspiration from previous campaign from the stop smoking ads of old, we deployed hard hitting graphics and imagery to support a series of messages that conveyed emotion, as well as the damage it can cause when untreated.