NEW creative work: The Sentinel ‘Think dirty’ campaign

  —   2 August 2017   —   Access News

We’re excited to announce the launch of a new creative campaign for long-standing client Sentinel. Sentinel is a leading provider of water treatment products for domestic, commercial and renewable heating systems.

The ‘Think Dirty’ campaign celebrates the release of an innovative new formula, the Sentinel X800. This game-changing cleaner removes corrosion deposits and scale in just one hour - the first of its kind in the market. The campaign also highlights Sentinel’s already popular X300 and X400, positioning them, literally, in a daring new light.

‘Think Dirty’ seeks to clarify each product’s function and promote best practice water treatment in a fun and engaging way. The campaign is set to spear-head months of activity and will encompass several new product launches.

Playing up to the humour of the target audience, the campaign is a tongue-in-cheek take on the different affects the individual products have on central heating systems. Set in a grimy, urban setting, the three cleaners are dubbed ‘The Perfect Threesome’. The adverts will appear across a variety of media including social, press, events collateral and point of sale.

“Access really impressed us with their creative thinking for this campaign. They took our products and took them somewhere we could only imagine. Their strategic approach and creative thinking truly met our objectives and we couldn’t be more excited by the result. We’re set to launch the campaign across a number of channels and we’re sure it’s going to cause a stir!” - Daniel Cheung, Trade Marketing Manager for Sentinel.

Creative Director, Sunny Deo, had this to say about the campaign:

“We always want to be creating engaging and memorable campaigns. In this case, there was an opportunity to educate Sentinel’s target audience by taking ownership of ‘dirt’ as a territory; meaning a bold, new creative strategy for the brand within their sector. As you can imagine, we had a lot of fun putting the ‘Dirty-Minded’ campaign together. Most importantly, the campaign distinguishes Sentinel’s product range by speaking the language of their audience. On a brand level, we also have to look long-term. And we believe this campaign will go a long way in helping to encourage behavioural change in Sentinel’s favour.”

The creative work

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