Plant Integrity Management Advertising Creative

A ‘simple’ creative execution can often be the hardest to pin down, particularly when the client operates in a highly specialised area of their industry. By stripping back content and making way for a visually led campaign supported by copy, the creative needs to immediately grab the audience and effectively communicate the USP of the company in as few words as possible.

Plant Integrity Management (PIM) commissioned Mearns & Gill to create a suite of adverts which needed to be simple, bold and eye-catching. With the industry norm being to deliver information in a dry, informative manner, this was no mean feat.

Plant Integrity Management Advertising Creative

With PIM’s USP being their skill and knowledge in pre-empting asset integrity issues, it was clear that their thorough approach needed to take centre stage. With this in mind, we created a suite of adverts based on safe, comforting objects with potentially fatal items hidden inside. This bold juxtaposition of objects immediately grabs the audience emotionally and makes them think about the underlying message.

Plant Integrity Management Advertising Creative
Plant Integrity Management Advertising Creative

By making each visual as realistic as possible, the adverts present a powerful message, rarely seen in the energy industry. This bold statement is exactly what PIM was looking to do and they stand out from their competitors as a result, sticking in the minds of their audience.

Plant Integrity Management Advertising Creative

"We approached Mearns & Gill with a brief to deliver adverts that would differentiate us from our competitors within the oil and gas industry. As part of our initial meeting, we shared a Pinterest board with them which showed examples of the style of ads that we liked. These were all high impact ads where the image played the primary role and was supported by a small amount of strong, relevant text. We wanted a suite of ads that was similarly high impact and, once one had been seen, the other ads within the set would be instantly recognisable. When (they) presented their concepts to us, our initial reaction to the ‘see things differently’ concept was immediate, instinctive and emotional. The ads were so far removed from anything we had seen previously, specifically in the field of integrity management, but also in relation to the oil and gas industry that it was instantly obvious that this concept was the correct choice for our next advertising campaign. (They) not only understood what we asked of them, but delivered more than we expected with a provocative, powerful concept that delivers our message and stands out from a raft of bland industry adverts."

Lyndsay Aitken, PR & Marketing Manager, Plant Integrity Management

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