2017 Winners & Shortlists

THE ALUMINIUM SAUNA

BrandJOTUN POWDER COATINGS
Product/ServiceTHE WOODSPIRATION COLLECTION
EntrantNOMADS Dubai, UNITED ARAB EMIRATES
CategoryOther Video
Idea Creation NOMADS Dubai, UNITED ARAB EMIRATES
Production MAGNET Dubai, UNITED ARAB EMIRATES

The Campaign

To convince architects that Jotun’s new effects combine the beauty of real wood with the durability that UAE weather demands, Jotun built a world’s first – the first Aluminium Sauna. It looks just like real wood, but not a single tree was cut down to make it.

Creative Execution

This ‘How It’s Made’ style film details the lengths Jotun went to to convince architects that their latest powder coating line combines the beauty of real wood with the durability that Dubai weather demands. Developed as a B2B film, the video highlights the products and processes of the new collection and then takes the audience to the middle of the Dubai desert to prove that these effects are the ones architects have been waiting for.

The Aluminium Sauna didn’t just help meet product sales targets of the new Jotun woodgrain collection. Jotun increased cross-sale and up-sell to other products within the portfolio, resulting in a 20% year-on-year category sales lift overall.

The strategy that led to the Aluminium Sauna started with truly understanding the needs and concerns of architects in the UAE. Extensive interviews and data gathering helped us reach the two cores of the issue: (1) Architects would love to use wood, but the weather just simply doesn’t allow it. (2) Architects are inherently skeptical of anything imitation, and they don’t ‘give it a try’ when it comes to their new 50-story building. We knew early on that traditional comms wouldn’t cut it with this audience. To convince architects, Jotun had to become an architect. And to prove that their wood effects don’t look fake, Jotun built a ‘fake’ that looks just like the real thing.

Credits

Name Company Role
Richard Hol Nomads Executive Creative Director
Adam Fierman Nomads Associate Creative Director
Alex Paquin Nomads Managing Director
Mani Du Plessis Nomads Account Director
Bridget Weber Nomads Account Director
Thomas Opara Nomads Account Manager
Links
Video URL