Vaillant Commercial

Trade press campaign

This award-winning project for one of Europe’s leading heating technology manufacturers was a challenge our creative team relished. Vaillant needed to create distinction between its commercial and domestic offerings, and here’s how we did just that.

The challenge

Vaillant Commercial Systems felt that the innovation and reliability of its boilers was being eclipsed by the brand’s market-leading domestic offering - hindered by the commercial advertising sharing the same visual style as its domestic counterpart.

Our strategy

After a competitor analysis and branding exercise, we developed a distinctive new look and style. Ads told compelling product stories in an intriguing way, with stunning photography to draw the eye. Crucially, we refused to use a boiler hero shot!

We created the unexpected

Thrilled with the concept, Vaillant requested a suite of ads to kick-start the commercial awareness campaign. The work was awarded a bronze prize in the financial/professional/trade category at the Roses Creative Awards.

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