To enable targeted marketing of original exchange transmissions, we developed an international sales promotion campaign for ZF Friedrichshafen, which we later adapted for MAN AG. Prejudice against refurbished products is still widespread, which is why the concept puts the emphasis consistently on empathy and original testimonials from customers. The slogan “The completely exchangeable principle” thus applies not only to the product being advertised but to all communications. And they proved to be just as successful as the key visual suggests. Thumbs up!