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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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