Liebherr FNXa 522i wrapped in a lava and fire landscape, photographed from below in a dark studio with a figure in a metallic heat-protection suit – BluRoX launch hero

Liebherr Appliances BluRoX

Year
2024
Communication Strategy
Production
Creative Direction
Art Direction & Copy

Liebherr is a family-run, global company leading the way in refrigeration and freezing appliances since 1954. Beginning of 2024 we became their sustainability agency. Together, we helped communicate their latest innovation – the FNXa 522i freezer with BluRoX technology. BluRoX is a revolutionary vacuum perlite insulation that drastically improves energy efficiency. Its circular design allows components to be reused or repaired – making it the most complex product to have received the Cradle to Cradle Certified® Bronze certification.

Liebherr FNXa 522i freezer photographed from below against a sunlit forest canopy – hero image for the Liebherr BluRoX Cradle to Cradle campaign by VANDUER

Production

Alongside our partner REJELL, we created a range of film and image assets, with the BluRoX film taking centre stage. This film showcased the technology in a visually striking and emotionally engaging manner.

Billboard mockup: "Our latest innovation, millions of years in the making" with the Liebherr FNXa 522i wrapped in a volcanic lava image
Hands holding a sealed glass jar of expanded perlite granules – material detail shot illustrating the vacuum perlite insulation used in BluRoX technology
Liebherr FNXa 522i freezer standing alone in a long Liebherr logistics warehouse corridor flanked by stacked cardboard boxes
Smiling Liebherr executive Steffen Nagel in a dark suit at a panoramic office window – campaign portrait for the BluRoX launch
Liebherr FNXa 522i in an anechoic sound-testing chamber surrounded by multiple microphone stands on tripods
Cradle to Cradle EPEA Consultant Annette Winterl with round glasses looking upward in a forest with soft natural light – campaign portrait for the Liebherr BluRoX Cradle to Cradle story
Liebherr Appliances Material Specialist Dr. Florian Claudel seated in a materials research lab with equipment and a volcanic rock specimen, looking toward the window – campaign portrait for Liebherr BluRoX
Behind-the-scenes studio shot: photographer arranging perlite rock samples and specimen jars on a table with a dramatic shadow on the white wall
IFA trade show display: glass specimen jars with raw perlite rock and processed granules on a white table with BluRoX branding and "Perlite meets vacuum" headline
Visitors at the Liebherr IFA stand examining the FNXa 522i freezer with the campaign headline on a large backlit backdrop
Liebherr media book spread: "The first circular freezer on the market. All we had to do was rethink everything." with BluRoX product and portrait photography
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Liebherr campaign ad in a forest setting with headline "We are not sustainable" introducing the FNXa 522i freezer with BluRoX technology and Cradle to Cradle Bronze certification
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