Rockwool unveils its new “By Nature” brand positioning, inspired by the natural performance of stone wool

On the occasion of the launch of the campaign, which takes place at the time of COP27, the whole concept of “By Nature” is poetically summed up in a short film directed by the award-winning filmmaker, Martin Aamund.

The 6 natural performances of stone wool

The new brand signature "By Nature" ("by nature" / Editor's note), is the keystone of ROCKWOOL's positioning. This expression was developed to reveal the intrinsic performance of the raw material of stone wool: basalt. As the main material of all ROCKWOOL products, stone wool is circular, breathable, moisture-resistant, sound-absorbing, durable and fire-resilient. It is this intrinsic performance that helps create healthy built environments for people and the planet – “by nature”.

To illustrate this concept, ROCKWOOL commissioned award-winning filmmaker Martin Aamund to direct a film. Turned upside down, this short film retraces the journey of a woman, whose every stage of her life is a way of emphasizing with emotion the importance of a healthy and safe habitat for its occupants.

An interior that matters

The film begins with her giving birth, then traces the thread of her life to end with an image of her as a child, running towards her father who writes her height on a door frame. The highly human message that sums up this strategic position for ROCKWOOL is "What's inside matters": As discussions at COP 27 heat up, the underlying message is that, as a natural choice to insulation, ROCKWOOL stone wool is also a responsible choice - for the environment, fire safety, health and well-being.

Invisible protection

Through this campaign, the brand wishes to highlight the essential functions of rock wool insulation in the buildings around us. Although invisible, insulation protects. Aimed at home and building owners, architects, specifiers and other building professionals, by offering products that respect people and the planet, the group invites all stakeholders to make responsible choices by terms of materials.

Finally, at a time when the energy transition of buildings is more than ever an issue in the fight against climate change, the campaign raises awareness among the general public of the importance of good insulation to reduce energy consumption.

For Mirella Vitale, Marketing Director, ROCKWOOL Group: “Buildings are the biggest source of emissions in the world, so the choices we make when designing and specifying them must be made responsibly – for the climate, for our collective health and well-being. ROCKWOOL means innovating with products that reduce emissions and waste, and help create healthier, more responsible spaces.For building professionals - the architects of our homes, schools, hospitals, offices and care facilities - that means making smart, conscious choices about materials, treatments and finishes, and it's to help them make those choices that we've adopted the 'By Nature' positioning.

An international campaign

ROCKWOOL's new brand positioning campaign "By Nature" was launched at the brand's headquarters on November 8, 2022 as a 2023 minute film and digital assets. The campaign is launched in Italy, France, Spain, Denmark, the United Kingdom and the United States. Other markets will follow in early XNUMX.