In the construction industry Promat is synonymous with fire safety. As a manufacturer of fire-resistant materials, the company has pioneered for many years in fireproof constructions and in recent years also in trailblazing ecological manufacturing processes. Our job was to highlight these assets on a global scale. They came to the right place: Promat wasn’t looking for clichéd drone shots of factories and the technical showboating that is typical of the industry. Instead we took a fresh and striking approach with a brand movie that’s very hard to pigeonhole.
Never compromise on safety
Our approach: Linking technical ingenuity with a warm and safe home.
Promat aims to put itself on the map as a company with a clear-cut mission through environmentally friendly manufacturing processes, the construction of safe public buildings and a constant striving for sustainable cooperation. But how do we convince the public - or in this case: architects and installers - to use all that advanced technology? Well, by choosing an angle that appeals to the individual behind the professional. And lo and behold: a warm and recognisable concept that keys into strong feelings.
The implementation: We don’t compromise on what really matters.
Forget about generic B2B shots and make way for such values as a sense of security, sustainability and cooperation. Arguing with your partner about the remote, your son’s tattoo you’ll have to learn to live with or working overtime until late in the evening? The intro of the brand movie uses a number of ‘living cubes’ to portray recognisable, everyday human situations in which the characters make sacrifices. And then a father takes his small child into his arms. The message: life is full of compromises except when it comes to protecting what truly matters. That is why the slogan ‘Never compromise on safety’ sets the deeply human tone that is a perfect match for the brand’s ecological and customer-oriented identity.
The result: Towards more consistent brand communication.
Our approach definitely struck a chord abroad! From France, Germany and Spain to Slovenia and Russia: our client has meanwhile received no fewer than 8 requests for localised versions of the brand movie... and counting. This is a big stride for Promat in terms of more consistent brand communiation.
