In the life of an agency, some projects never see the light of day. This is sometimes the case with responses to tenders. We should remember that these tenders are often carried out at our own expense, and therefore unpaid, except by fine French companies that have understood the value of having lively, creative agencies. Yet the concepts we imagined seemed right and powerful… and frankly unique. So beautiful that we wanted to share them with you.

A highly strategic context

Euronaval, the leading international trade show for naval defence, was looking to reassert its leadership in a shifting competitive and geopolitical context. The challenge? To create a visual campaign with strong image appeal, reflecting at once the sector's technological innovation, the French spirit of its location (Le Bourget) and the strategic power of the show, without falling into clichés or revealing elements too recognisable from players in the sector. A genuine balancing act.

Three creative routes for three visions of this iconic show

1. Contemporary illustration

A stylised route inspired by drawing, but far removed from the retro codes of the vintage poster. The graphic treatment played on a renewed colour palette and the subtle inclusion of the Eiffel Tower, an unmissable Parisian symbol. The proposed slogan Ensuring our Sovereignty set out a clear strategic stance. A world combining visual distinction and an assertion of sovereignty. Many players in the sector in France, including the armed forces, use this type of territory.

Amazone, a leader in agricultural machinery, continues to innovate and meet its customers' requirements. This year, the brand of German origin launched its range of carbide tines for its rotary harrows on the French market with the agency.

Communication focused on customer expectations

To support this launch, the agency developed a communication strategy centred on the expectations and requirements of Amazone customers. The creative idea highlights the tool, but above all the rigour and quality the brand is committed to offering. The main visual embodies this promise, showcasing the robustness and precision of the carbide tines.

Targeted multichannel distribution

This campaign is built around multichannel communication:

• Print and digital materials : posters and online content adapted to the different communication media.

• Point-of-sale presence : specific POS displays created to present the new carbide tines in the best possible way. These displays were designed to showcase this particularly heavy metal product and catch customers' attention directly in the field.

Agence Puck worked with Chryso to highlight a major innovation in construction: a fibre integrated into concrete to protect it effectively in the event of fire. This striking campaign combines technology, education and creativity. Discover how a dragon, the symbol of fire, captured the attention of architects.

A fibre that revolutionises fire resistance

Chryso, part of Saint Gobain, has developed an innovative fibre that can prevent cracks in concrete in the event of fire, known as Adfil®Ignis 17/06. Integrated directly into the mix when it is applied, this solution acts as a thermal shield, giving concrete structures greater durability in extreme conditions. This technological advance is aimed particularly at architects, key players in the design of resilient buildings.

Captivating storytelling: the dragon as hero

To strengthen the impact of this innovation, Puck devised a striking visual featuring a dragon, a universal symbol of fire and power. Designed in 3D and placed in an architectural setting, this dragon embodies both the challenge of fire and the brand's ability to tame it. This bold choice created a strong emotional resonance while conveying a clear message.

An educational message to convince

Beyond the striking visual, the campaign relied on precise informative content.

The objective: to explain simply how the fibre works and what its benefits are. Puck therefore developed an educational message to raise awareness among architects and highlight their role in creating safer, more sustainable buildings.

A successful campaign, combining impact and innovation

By highlighting a technical innovation in a visual, narrative way, Puck reaches a demanding, specialised audience while emphasising the values of innovation and performance upheld by Chryso.

With this project, Puck once again demonstrates its ability to turn complex concepts into memorable campaigns, rooted in people's minds and in the future.

In 2024, Sylvania, a pioneering lighting company for a century, is celebrating its 100th anniversary with a corporate communication campaign throughout the year. Since its beginnings in 1924, Sylvania has stood out for its spirit of innovation, technical expertise and commitment to research and development. Through this campaign, the brand highlights not only its rich heritage, but also its vision of the future.

A century of innovation and leadership

The brand has introduced revolutionary products that have marked every generation. The campaign highlights the major themes that have shaped the brand, from the first incandescent bulbs to the dominance of LEDs. Well-being, innovation, digitalisation and energy savings are among the themes explored in this campaign.

At the heart of this celebration, Sylvania is rolling out a series of internal and external content that embodies its commitment to a greener, smarter future. This content celebrates in particular the innovations that have shaped the world of lighting for a century.

A tribute to employees

The campaign also pays tribute to the employees who have contributed to the brand's success over the years. Portraits of employees and of past and present scientists are shared to illustrate the commitment and passion that have kept Sylvania a key player in the industry for 100 years.

The agency rolled out and adapted a print and digital creative concept, developed content for social media and organised internal events. It also created a timeline to share this history with all the brand's countries in the EMEA region. 

Sylvania: a major player in lighting

Sylvania holds an important position in the global lighting market, thanks to its cutting-edge technological innovations.

The technological advances of Sylvania now enable substantial energy savings, making the switch to more efficient lighting profitable in less than a year for large energy users such as logistics players.

Convincing logistics players with a targeted message and explanatory visuals

It falls to our communication agency Agence Puck to find the right tone and craft a compelling demonstration to persuade these players to switch to Sylvania lighting.

A precise message was developed, illustrated and turned into infographics to highlight the challenges and solutions, enabling immediate understanding of Sylvania's proposition.

Winter servicing is an essential period for agricultural dealers' workshops. It's the right time to carry out a thorough overhaul of all machines, guaranteeing an optimal start to the coming season.

Strategic preparation at Case IH: versatile communication

As part of this campaign at Case IH, the main objective is to anticipate servicing and spread the workshop's workload sensibly over a longer period.

To achieve this objective, we develop a variety of communication tools such as:

• Magazines,
• Posters,
• Social media posts,
• And many more.

These materials are designed to support and promote the operation at every level.

Combining education, advice and promotional incentives at national and local level

It is crucial to maintain a subtle balance between passing on knowledge, providing practical advice and promoting offers. This approach ensures dynamic, engaging communication.

These communication tools are deployed both at national level, to strengthen the brand's presence, and at local level, to support dealers' activities in the field.

When it comes to promoting an exceptional commercial offer, advertising creativity becomes the essential tool for capturing attention.

The communication and marketing agency Agence Puck recently developed a high-impact campaign for Case IH, the agricultural machinery manufacturer. The challenge? To highlight the very low interest rate offered by Case IH on certain tractor models, a limited-time opportunity designed to appeal to farmers, machinery cooperatives, agricultural contractors and many others.

Advertising creation: playing with scale

Agence Puck chose to play with orders of magnitude to create a memorable campaign. The main idea was to highlight the very low interest rate while emphasising the scale of the opportunity for customers. To do this, the agency relied on this powerful figure, giving it great prominence in the visual in order to challenge and intrigue. At the same time, thanks to the tractor tracing this figure in a field, the audience quickly identifies the sector and products concerned. Finally, the tagline “financing that will make your projects grow” supports the visual with words, reinforcing the comparison between the low interest rate and the great opportunity offered to potential buyers.

Media distribution: present on all fronts

To maximise impact, Agence Puck rolled out the campaign across various media, targeting a wide audience. Presence in the national and regional farming press ensured extensive visibility within the farming community. A media kit was created for the dealer network, enabling direct distribution to their customers through channels such as a letter and a newsletter. Various digital tools were also used, with:

• Web banners,
• Google Ads,
• Landing pages,
• And Social Ads,

offering extended reach and greater interaction with customers.

Extending the operation: a series of successes

The commercial operation was subsequently extended twice. The first phase highlighted the Maxxum tractor, giving customers the chance to save up to €10,000 thanks to the attractive interest rate. The second extension broadened the offer to include more tractor models. These extensions maintained the momentum of the commercial operation over a total of three months, consolidating the positive results.

Review and results

This advertising campaign generated very good results, both in terms of leads gathered and of the click-through rates and impressions of the various digital campaigns.

This case demonstrates the importance of creativity and of diversifying distribution channels in commercial communication. By highlighting Case IH's figures-based offer, this campaign succeeded in appealing to and convincing its target audience, once again demonstrating the power of advertising innovation in the farming world.