David Blecken
Dec 5, 2014

Colourful campaign aims to make splash for fabric coating

HONG KONG - Omnicom agencies Doremus and FleishmanHillard move away from category conventions for the global launch of Insqin, a new polyurethene coating technology from Bayer MaterialScience.

The advertising, which Doremus developed, is aimed at textile manufacturers and clothing brands. It aims to set Insqin apart from the competition by emphasising its visual appeal rather than concentrating on its environmentally friendly properties.

The work includes print (below), video and online components and is split between fashion and sports.

A media release from FleishmanHillard, which is responsible for the brand’s media relations in Asia, Europe and the US, describes Insqin as “a novel turnkey solution for a new generation of polyurethane (PU) coated fabrics”.

It is a waterborne coating (as opposed to solvent-based technology). Representatives from Doremus explained that waterborne fabric coatings are more environmentally sound than solvent-based ones, with the result that competitors have tended to focus on sustainability in their communications.

By contrast, the campaign for Insqin centres on the concept of inspiration. Albert Poon, group creative director of Doremus, pointed out that the coating results in more brilliant colours when water splashes the fabric—hence the bold images of models being splashed with water.

Poon said the aim was to “change the way brand owners look at coated fabrics”. “We want to position Insqin as inspiration to technology,” he explained. “If we position it just on innovation, it becomes just a base technology. So we positioned it as inspiration, which is a bigger brand story.”

Poon added that Insqin’s reduced environmental footprint was a secondary benefit. “Sustainability is a plus factor, not the key factor,” he said. “The textile industry wants more brilliant colours and better fabrics—that comes first. Brand owners will also find that more important. But it’s also more environmentally friendly.”

 

 

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