At the core of


Global brand ROCKWOOL are a leading manufacturer of sustainable stone wool insulation systems to the construction industry.

ROCKWOOL asked B&W to develop a multi-channel campaign to take customers on a journey to explain the real-world benefits of stone wool insulation that differentiates its performance from competitor products and connects customers with ROCKWOOL solutions.

The “Origins” stone wool campaign starts with volcanic, basalt rock and shows its transformation through manufacturing into the final insulation product and steers the viewer to explore the many building applications that ROCKWOOL serves.

At the heart of the campaign we produced a video which was hosted on YouTube that links directly to the main ROCKWOOL website, inviting the viewer to explore how ROCKWOOL performs across a selection of building applications, each of which is supported by case studies and links to products and solutions also within the site.

Tailored market specific print and online advertising, PR, search marketing, web optimisation, trade event and direct communications were all used to engage and drive awareness with architects, specifiers, local authorities, tradesmen and merchants.

To-date the video has received over 33,000 views on the ROCKWOOL YouTube channel.

over 33K views



ROCK re-engineeredROCK re-engineered 2

Professional BuilderProfessional Builders MerchantBuilders' Merchants NewsBuilders Merchants FederationBuildingtalk