Glow-worm

To create a standout campaign for the new Genia-Air system, we started by looking at the people installing it. Through in-depth research with installers, one insight came out loud and clear: heat pumps had become unnecessarily complicated. Manuals packed with jargon. Endless settings. Processes that felt harder than they needed to be. It had all got out of hand.

That insight became our strategic platform: Uncomplication for the Nation. We positioned Glow-worm as the brand stripping away the nonsense. Giving installers exactly what they need to do a decent job, without unnecessary complication.

From there, we developed a bold, single-minded creative platform: WTF – Without The Faff.

WTF flipped a familiar expression into a memorable brand promise: heat pumps designed with simplicity in mind. Straightforward installation. Practical support. No grief.

Our campaign was built around a confident, direct tone with a touch of humour installers would recognise.

Launched at the NEC InstallerSHOW 2026, WTF rolled out across advertising, social media, video, print, exhibition and launch materials. Giving Glow-worm a unique voice in the category through no-nonsense communication with a smile.

“Uncomplication for the Nation gives us a powerful strategic foundation, and Without The Faff (WTF) brings that strategy to life in a way that resonates strongly with installers."
Janice Lack, Brand Manager - Glow-worm

By putting installer insight at the heart of the strategy, we transformed technical product benefits into a campaign that felt human, relevant and hard to ignore.