We have delivered a range of different campaigns for Xylem over the years. This was a cool challenge, to create a powerful water technology campaign with visible impact.
The challenge
Moving huge volumes of water comes at a cost - not just in energy, but in the size and complexity of the infrastructure needed to do it.
Flygt's new Slimline propeller pumps had been engineered to change that equation. Designed for high-flow, low-head applications, their slimmer profile meant pumping stations could be smaller, while advances in propeller design and N-technology delivered greater efficiency, reliability and resistance to clogging.
Our challenge was to turn a fairly complex piece of fluid engineering into a simple, memorable launch proposition.
The idea
Let's get Slimline with a whole new fluid dynamic.
Rather than lead with specifications, we made the product's most distinctive characteristic the hero: its remarkably lean profile.
And we found the perfect person to get Slimline. Swedish open-water and swimrun specialist Daniel Sand stepped into the wetsuit. With a career immersed in swimming and the development of high-performance wetsuits, he wasn't just there to look the part - he understood fluid dynamics from the swimmer's point of view.
Placing Daniel alongside the pump created an immediate visual connection between the two. It gave us a simple, slightly playful metaphor for some serious engineering: less bulk, less resistance and greater efficiency when moving water.
The campaign
The launch creative juxtaposed the sleek, hydrodynamic figure with the Slimline pump itself, creating an immediate visual connection between streamlined form and efficient water movement.
Beneath the visual idea sat the harder-working product story: lower operating costs, optimised propeller design, high efficiency and the ability to move large volumes of clean or contaminated water reliably.
The applications
The campaign needed to speak to engineers responsible for some very serious jobs. Flygt's propeller-pump technology is used wherever a lot of water needs to be moved without a large change in elevation, including stormwater and flood-control stations, wastewater treatment, drainage and irrigation, raw-water intake and industrial applications.
We created a series of product sheets that addressed the different application areas, giving engineers all they needed to know about the product's suitability.
The result
A complex engineering proposition became a simple visual story: less bulk, less resistance and less energy spent moving more water. A campaign that gave an industrial product a distinctive personality without losing sight of the engineering behind it.