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Out of the box thinking - making Vaillant’s boilers unboring
Vaillant Boilers
Problem
Despite superior engineering, Vaillant was stuck in a category where every product looked and sounded the same. White boxes, warranty claims, and forgettable messaging were the norm. The innovation inside was invisible.
Big Idea
We flipped the focus. Instead of marketing the outside of the boiler, we championed what was inside. Precision components became the stars - showcased through striking macro imagery and a bold, confident tone of voice.
Solution
We built a campaign that made complexity beautiful. From print to digital to showroom, the creative told a powerful story of design, craft, and engineering. The result? A product range with a beating heart and a campaign that stood out across Europe.
Context?
Some of our boldest ideas are hiding in plain sight. Click the ‘Extra Context’ button wherever you see it to uncover the thinking, craft, and creative decisions behind the work.
Because at unboring, the why is just as powerful as the wow.
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Out of the box thinking - making Vaillant’s boilers unboring
Vaillant Boilers
Context?
Some of our boldest ideas come with layers. To explore the thinking, craft, and creative decisions behind the work, check it out on desktop - where the full experience comes to life.
Solution
We built a campaign that made complexity beautiful. From print to digital to showroom, the creative told a powerful story of design, craft, and engineering. The result? A product range with a beating heart and a campaign that stood out across Europe.
Problem
Despite superior engineering, Vaillant was stuck in a category where every product looked and sounded the same. White boxes, warranty claims, and forgettable messaging were the norm. The innovation inside was invisible.
Big Idea
We flipped the focus. Instead of marketing the outside of the boiler, we championed what was inside. Precision components became the stars - showcased through striking macro imagery and a bold, confident tone of voice.
Vaillant boilers were stagnating in the UK. They were trying to appeal to boiler fitters on the grounds of extended warranties. But the competition was catching up.
When Vaillant approached us to revamp their fitter advertising we observed something about the entire category... they were all indiscernible white boxes. Zero distinguishing features.
The new range of Vaillant boilers are beasts... but they're also beautiful things on the inside - marvels of engineering shelled in unassuming boxes... which we stripped off to reveal the engineering innards.
The final campaign broke every category convention. In an industry obsessed with clean white exteriors and generic promises, we did something no one else dared: we stripped the boiler bare.
Our ads revealed the inner workings - exposing the copper craftsmanship, precision mechanics, and German engineering that installers rarely get to see. It was the first time a heating brand led with what was inside the box, not just how it looked in the kitchen. The result? Fitters paid attention. And so did the rest of the market.
