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Rockwool A/S launches “By Nature” brand position

The ROCKWOOL Group launches its new model positioning “By Nature” with a hero movie directed by award-winning director, Martin Aamund. In reverse, the emotional story of a girl’s life conveys six “inherent properties” of ROCKWOOL stone wool insulation merchandise. Positioning, movie and marketing campaign components are the results of a year-long strategic inventive partnership with Accenture Tune in Copenhagen.

watch the film here.

Six pure inherent properties
“By Nature” was developed to convey the inherent properties that happen naturally in stone wool’s uncooked materials, basalt. As a key materials in all ROCKWOOL merchandise, stone wool is round, breathable, moisture resistant, sound absorbing, sturdy and hearth resistant. These inherent properties assist create wholesome constructed environments for individuals and the planet – “by nature”.

A duty that goes unnoticed
The brand new positioning is geared toward dwelling and constructing house owners, architects, specifiers and different constructing professionals, and asks these “custodians of society’s areas” to make accountable decisions in regards to the supplies they select to construct. ‘make the most of. The model positioning marketing campaign highlights the essential jobs stone wool insulation performs within the buildings round us – defending us, even when we won’t see it. As ROCKWOOL stone wool may be totally and indefinitely recycled into new stone wool, its circularity profile is vital – and the rationale the model is launching the brand new positioning to coincide with COP27.

What’s inside issues
Carried out with out voiceovers or subtitles, the movie “By Nature” delivers this message by means of craftsmanship, visualizing the life cycle of a girl. It opens along with her giving delivery, earlier than rewinding her life to finish along with her as a toddler, operating to her father, who marks her waist on a door body. The extremely human message summarizing this strategic positioning for ROCKWOOL is “What’s in it issues”; the underlying message is that as a pure insulation selection, ROCKWOOL stone wool can be a accountable selection – for the setting, hearth security, well being and well-being.

key quote
“Buildings are the only largest supply of emissions globally, so the alternatives we make when designing and specifying them have to be made responsibly – for the local weather and our collective well being and well-being. For ROCKWOOL, which means progressive merchandise that scale back emissions and waste, and contribute to more healthy, extra accountable areas.For constructing professionals – the architects of our properties, faculties, hospitals, workplaces and care amenities – it means making good, acutely aware decisions about supplies, therapies and finishes. Serving to them make these decisions is what has pushed our ‘By Nature’ positioning.” – Mirella Vitale, Advertising Director, ROCKWOOL Group

Notes to Editors

  • The “By Nature” model positioning for ROCKWOOL will launch at model headquarters on November 8, 2022 as a 1.5 minute movie, plus digital property.

  • The positioning is launched in Italy, France, Spain, Denmark, United Kingdom and United States. Different markets will observe in early 2023.

  • The six “inherent properties” of stone wool are current in ROCKWOOL “By Nature” merchandise, as they’re the properties of basalt rock. The inherent properties are round, breathable, moisture resistant, sound absorbing, sturdy and hearth resistant.

  • ROCKWOOL’s aim is to: Unleash the pure energy of stone to counterpoint trendy dwelling.

  • Extra pluses: Media library (

  • Movie property:

Contact info

Christoffer Schlechter
Group Advertising and Branding Supervisor
[email protected]

Michel Zarine
Vice President, Group Communications
[email protected]

Jens Peter Jensen
Normal director
Accenture Tune Denmark
[email protected]

About Accenture Tune

Accenture Tune accelerates progress and worth for its purchasers by means of sustained buyer relevance. Its capabilities span from ideation to execution: progress, product and expertise design; expertise and expertise platforms; inventive, media and advertising and marketing technique; and the orchestration of campaigns, content material and channels. By means of sturdy consumer relationships and deep business experience, Accenture Tune helps purchasers function on the velocity of life, by means of the limitless potential of creativeness, expertise and intelligence.

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