How do you launch a pump that can change the whole way circulator pumps are thought? With the unique shape of the Grundfos ALPHA GO pump, that is made to fit where all older pumps are installed. We decided to take full ownership the new shape. A game-changing pump of course needed a track to match it, that's why "Should I Stay or Should I Go” with The Clash was chosen. Hereby naming the campaign Stay or ALPHA GO. Either stay and get left behind or go with Grundfos into the next thing within circulator pumps. Giving the campaign a powerful rhythm and an unforgettable soundtrack that made the design impossible to ignore.

This paired with a different take on a installer, and promoting him to the rockstar of the show, with red and blue fluorescent light putting him right there in the spotligt. Assets consisted of a main film cut-down into a ton of social media motions and stills. A landing page highlighting the main benefits of changing to the new pump as an installer. Key visuals with four different actors in three different locations. And loads of marketing assets for fairs around Europe.