Creating appeal and demand among specifiers for a commodity product: glass.

The brief was to re-energise specifiers’ interest in glass as a potential fire barrier; refresh their understanding of its design benefits; re-assert Promat SystemGlas qualities, specific performance features and aesthetic benefits; and renew momentum for sales and share of product sector.

To achieve this, CMDi devised a bold approach to get the brand noticed and boost awareness levels. Seeing that the competitive approach was relatively cold, SystemGlas was positioned as something to feel inspired and passionate about: sexy but safe; more human and engaging.