Brand consistency, Efficiency, International Creativity, Communication platform
FLSmidth is the global leading supplier of equipment and services to cement and mineral industries. When AdPeople began its collaboration with FLSmidth, the company was tackling an unusual challenge in its industry: to create a sustainability communication platform to replace the existing image campaign. Given that the cement industry as a whole is responsible for 5% of worldwide CO2 emissions, highlighting the environmental profile of a key industry player was no simple task.
FLSmidth has taken the lead in developing technology that reduces toxic emission while dramatically reducing the consumption of fossil fuels by using waste to fire its super-heated kilns. By communicating the reduced environmental impact of choosing FLSmidth's equipment and manufacturing solutions the campaign took a straight-talking approach to telling the story.