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.
