To more than just say that the wind doesn’t need to be noisy, we decided to show this benefit. Thinking about something that could be hung beside the ceiling fan, the idea of wind-bells (also called wind chimes) came up. Then we had to figure out how we could silence them. Using rubber and metallic paint, we got a wind-bell that looked like a real one, but didn’t sound like one. The wind-bells were placed at the brand’s showroom and stores like Leroy Merlin. With them, there was the concept “Wind is not necessarily noisy”.

The idea was a success with the client and consumers. It attracted the consumer’s attention more than any other brand at the point of sale. It also helped Latina to consolidate itself as an innovative brand and to keep the sales up, not just during summer.