Isover is part of France’s oldest industrial group Saint Gobain. It is well established as a quality brand for thermal and sound insulation, targeting both professional installers as DIY'ers. The brand has no issues with perception, users are very happy and the product performs perfectly. BUT, as they hardly communicate, other often less performing players became visible and started taking market shares. So, in order to show who's in charge, Isover launched this image campaign, skipping all the nitty-gritty of tech specs and physics, but boldly stating that insulation = Isover. The campaign does the exact opposite of their clutter-crazy competitors: a very unexpected tone, humour and simplicity. To separate heat and cold from people, is also to separate the small players from the market leader.