Two campaigns we carried out in 2013 for Xylem brand Flygt, manufacturer of the worlds toughest dewatering pumps. The highly successful Flygt 2600 range of dewatering pumps had undergone an upgrade, confirming them as the first choice for dewatering tasks around the world. The eight pumps of the new Flygt 2600 range would be unveiled at Bauma 2013. We previously coined the phrase 'Your task. Our force.' for Xylem's overall dewatering offering, and for the 2600 range the specific message was 'Surround yourself with professionals; The new tools in your dewatering task force.'
We scouted mines from Stockholm up to the wilds of Dalarna, venturing over a kilometer below ground to scout for suitable locations for a photoshoot. We eventually settled on a site and began hunting for our models, guys who were tough and no-nonsense, who exuded professionalism and commitment. And then we went underground. For days.
Location shoot - down a mine
Photographer Johan Annerfelt preparing for the shoot.
Telling the story : key campaign visuals
This image we called 'Game on'. The team has got the call, there is major flooding occurring at the lower mine levels. They have arranged to meet the client at the site, and they meticulously prepare for the job at hand.
This image is called 'Proximity' as they are approaching the site. It is foot to the floor time, as it can be several kilometres to the site, navigating a web of tunnels over many levels, and there is no time to lose.
'Ingress' is the name of this image. Having arrived at the location and having met the client, they spend time carefully assessing the situation, before deciding on a plan of action.
Killzone 1: The amounts of water are not serious enough to require the Godwin, so they opt for the Flygt 2600 as the optimal solution.
Killzone 2: Flygt are training a number of recruits in the operation of the Flygt 2600, and they get plenty of hands-on experience under the watchful eye of the experienced dewatering engineer.
'Aftermath' - after the successful deployment of the pumps, the team meet with the mine owner to recap on the days events.
Campaign assets
This was the one; the biggest news in dewatering for years. The Flygt Bibo pump, which originally saw the light of day in the 1940's, was going to make a comeback. Once synonymous with tough, problem-free dewatering, the Bibo was to be given a complete re-design beneath the tough casing, and re-take it's rightful place as the toughest dewatering pump for the toughest of challenges. Our task: to create a global buzz, give the Flygt Bibo it's own identity, and break new ground within the mining communications world. And we did just that. The Bibo man was a grizzled miner who remembers they day he saw his first Bibo, way back when. It made such an impression that he got a tattoo of the logo as a sign of respect for this legendary piece of equipment.
Web registration for Bauma launch
At Bauma 2013 he helped launch the new Flygt Bibo; the toughest pump that ever was. An uprecedented 25 Bibo pumps were ordered over the course of the show, proving the massive interest in this most iconic of pumps. And the Flygt 2600 ranger were not far behind.
The product film we created for the Bauma launch
A cool motion graphic video to show the harsh world of the dewatering team.