Metso is a global supplier of technology and services for the mining, construction, power generation, oil and gas, recycling, and pulp and paper industries. When Metso Minerals was gearing up for a new product launch at the industry’s largest expo, they came to my studio for ideas. The product was the new TS (Triple Slope) Screen, which dramatically increases efficiency. Three times as many holes for the rocks to fall through.

Metso’s target audience is almost exclusively male – the tough guys that manage the quarries. So we placed ads in the industry’s leading trade publication for the three months leading up to the expo. Instead of just showing pictures of equipment, like all their competitors, we decided to portray the end-user benefits of the new TS by making analogies that every red-blooded quarry manager would understand – football, basketball and golf.