Coats.
Turning a name known for thread into 'one to watch' in composites.
Coats have long been recognised as global leaders in yarn and thread, but wanted to position themselves in the world of composites. WMP developed a global campaign, delivered through design, video, animation and social media, built around a strategy inspired by nature.
Sectors
Expertise
Solutions
Background.
A market leader in yarn, starting from scratch in composites.
Coats needed to build awareness of an expertise most of the market didn't know they had.
As a long-established market leader in yarn, Coats wanted to build awareness of its expertise in composites and drive consideration across four verticals: automotive, telecommunications, energy and footwear. Coats understood their key differentiators: performance, sustainability, the potential for customisation, and the ability to innovate. They came to WMP to develop a global campaign that would bring these USPs to life and compel existing and new customers to consider Coats for their composites needs.
The Solution.
A strategy inspired by nature, transformed through science.
Finding a strapline in the science behind the product.
In our research, we discovered how Coats create composites specifically to perform in the most demanding environments, whether that's over land in telecommunications cables or on the road in ultra-lightweight vehicles, and that Coats composites can come from surprising sources, like basalt in footwear. We used the idea of natural materials as inspiration for modern composites, landing on the strapline “Let nature challenge. We let it inspire.”
A design language that scaled across film, print and exhibition.
We developed a design language linking the alchemic science behind Coats' products and carried it through film, print, social and exhibition materials, selecting iconic examples of strength, flexibility and lightness in nature as a springboard for campaign graphics and film. Using CGI in the hero film, we were able to probe into the depth of materials, giving a direct link to the power of design in Coats composites.
Let's work together
Let's partner to create brand, product, and experience solutions that move people and markets.
The impact.
A campaign built to speak to a global, multi-vertical audience.
The campaign was launched at an trade show in Paris and rolled out globally across all four target verticals, with the hero film translated and narrated into six languages, giving Coats a single, consistent story for composites wherever their customers were.
