The cooking pan market is segmented and no brand stands out as the obvious market leader in sales or innovation. Supor not only want to communicate the superiority of its smokeless pans but also elevate its brand image through driving awareness to smoke pollution.

Therefore, we selected a factory-filled environment and installed an enormous Supor smokeless pan to demonstrate that no smoke is emitted from the product, even in a highly polluted environment.The campaign stirred much noise online and encouraged other factory owners to decommission their chimneys too.

In chimney-filled China, we selected a factory in the center of Shanghai, that was about to decommission one of its chimneys, and installed an enormous Supor Pan replica on top, together with the line "Supor smokeless pans".

The installation is planned to continue for another month, but it has already caused such a stir that Supor are now in negotiations with a number of other inner city factory owners across China, to see if they too will allow them to stop the smoke coming from their chimneys, with one of their new smokeless pans.The campaign was launched on March 15th 2011, and is still in processing. There are no detailed figures yet.