Omron, a group originating from Japan, is one of the leading manufacturers of components and systems for industrial automation. However, the brand suffered from being little known in France. The European headquarters of the group therefore decided to strengthen its brand image with an advertising campaign in the industrial press (Usine Nouvelle, Mesures etc.).

The concept proposed by bb&b was based on concise headlines and simple visuals. The difference in semantics between the visuals and headlines made you want to read on. The campaign also covered medical products, which were known to and appreciated by a wide public, in its approach to industrials. The campaign received a TopCom award.