“LESS is more. More responsibility.”

Climate change and the finite character of natural resources are posing profound challenges for the auto industry. With its "LESS" initiative, Freudenberg Sealing Technologies is supporting the sector with innovative sealing solutions that reduce friction, weight and installation space – and accordingly fuel consumption and emissions –  and that meet legal requirements. The acronym stands for "Low Emission Sealing Solutions" and thus for sustainability and environmentally friendly mobility: in engines, transmissions, auxiliary equipment and alternative powertrain concepts such as electric mobility. One slogan sums it all up: "LESS is more. More responsibility."

This year, with a broad-based communication campaign, Freudenberg Sealing Technologies, has given new life to its LESS initiative – which was originally launched in 2009. And what could better symbolize responsible behavior and the careful use of natural resources than borrowing images from nature? "With our new visual language, we are picking up the bionics theme and transferring elements of nature into the world of technology," said Silvia Schumacher-Michalik, Head of Global Marketing Communications. 

Diligent ants, a penguin gliding seemingly effortlessly through icy water, round drops of water dripping off the leaf of a plant. Expressively highlighted, this visual language of the new LESS campaign runs through all the media in use, especially the newly created microsite https://less.fst.com, which sets new standards for vivid 3D animations. There is also a completely redesigned brochure and a new LESS video, which has been diligently collecting clicks on YouTube for several weeks: http://on.fst.com/2eNYOg9. And not least of all, the campaign includes new product flyers and an online advertising campaign, which is drawing attention in relevant key media.