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Carter
Cryogenics
Industry: Submersible Cryogenic Pumps
Objective: Reinforce innovative leader position
It isn't uncommon for ads in this highly specialized and technical
category to feature big, bulky pumps and long, dull headlines.
In this campaign, we opted to avoid stock photos and pump shots
for a simpler, more clever execution in which headlines were
doctored to draw attention to the client's most differentiating
feature: a (radical) radial design.
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