The client - FLSmidth - the leading global supplier of equipment to mineral industries

FLSmidth is the leading supplier of equipment and services to the global cement and mineral industries. It is a global company employing more than 10,500 people worldwide.

The challenge - to communicate sustainability as an ongoing process

When AdPeople began its collaboration with FLSmidth, the company was tackling an unusual challenge in its industry: to create a sustainability communication platform to replace the existing image campaign. Given that the cement industry as a whole is responsible for 5% of worldwide CO2 emissions, highlighting the environmental profile of a key industry player was no simple task.

The solution - tell it like it is

FLSmidth has taken the lead in developing technology that reduces toxic emissions (including CO2 and NO3), while dramatically reducing the consumption of fossil fuels by using waste, such as used car tyres, to fire its super-heated kilns.

By communicating the reduced environmental impact of choosing FLSmidth’s equipment and manufacturing solutions - without over-promising or lecturing - the “Good start” campaign took a straight-talking approach to telling the FLSmidth story.