How the Future Flows

Uponor, a leader in potable water piping solutions, faced the challenge of standing out in a highly competitive B2B space. While the company had a strong product offering, it needed a more engaging way to communicate its value proposition to engineers, contractors, and distributors. The goal was to elevate the Uponor brand, drive awareness and sales for a new product line, and create a compelling narrative that would resonate with both technical and business audiences.

Through research, we identified a gap in how water system innovations were communicated—particularly in the areas of a complete solution and compatibility with the total system in mind, along with sustainability, product reliability, and ease of installation. The market was shifting towards eco-conscious solutions, and Uponor had an opportunity to position itself as the forward-thinking industry leader by focusing on innovation, seamless system integration, and sustainability.

Our strategy was to:

1. Create an emotional, visually striking campaign that brings Uponor’s value proposition to life.
2. Develop a compelling brand story centered around "How the Future Flows" to highlight the company's complete potable water solutions built to last.
3. Leverage a mix of paid media, sales enablement, and experiential activations to engage audiences across multiple touchpoints.

1. Foundational Strategy

We began by creating an in-depth audience and messaging framework to ensure every creative activation was purpose-built and aligned with the needs of our distinct customer segments. This informed the development of a compelling campaign concept—“How the Future Flows”—which repositioned Uponor as a
future-forward market leader. Emphasizing performance, reliability, and sustainability, the campaign introduced core pillars that were brought to life through an imaginative storytelling approach.

2. Captivating Creative

At the heart of the creative was a visually striking campaign video featuring a hotel wallpaper with lemurs, cleverly symbolizing the calm assurance of leak-free systems. The video’s humorous, high-impact narrative highlighted Uponor’s product reliability and future-proof value. Surrounding this centerpiece, we delivered a suite of immersive activations, including a wrapped mobile experience truck for Uponor’s “Leading with Water” tour, dynamic point-of-sale assets, and robust sales enablement tools such as pitch decks, battle cards, and technical sell sheets. Together, these assets reinforced the brand’s promise and connected with audiences across key touchpoints.

• Established Uponor as an industry thought leader, positioning it as the only provider of a complete potable water solution.
• Strengthened customer relationships through a mix of storytelling, education, and product experience.
• Created a scalable marketing framework, ensuring long-term success and adaptability for future campaigns.