Salmson is a French manufacturer of centrifugal pumps and a subsidiary of the German Wilo group. bb&b was selected to cover the launch of a new pump called the Silent Box. This high pressure water conveyance pump for domestic use is exceptional due to its extremely low noise level.

The campaign, aimed at installers and retailers, therefore focussed on this main feature. The quirky tone of the campaign with its headline “Celle qu’on oublie” (“The one that gets forgotten”) breaks with the normal codes of advertising targeted at installers. It was run on various media, from packaging to POS, publishing and direct mail.