Radiator: Fire

To announce that Radiator wetsuits have the technology to keep you warmer when surfing or diving. To show the four layers that make up a Radiator wet suit, with a random item thrown in to communicate warmth.

Advertising Agency: The Furnace, Sydney, Australia
Creative Director: Rob Martin Murphy
Art Directors: Luke Duggan, Paris Giannakis
Copywriter: Andrew Allsop
Illustrator: Justin Lee Willians

May 2008


Paul Eveleigh's picture
Paul Eveleigh
111 pencils

Visual benefits aren't enough. Instead, think Heath Robinson-type illustrations with benefit-driven copy. Remember, divers are finicky about their equipment. Detailed copy would boost the suit’s credibility – and pique the interest of the target audience.

Whitefang's picture
509 pencils

I think you'll find this is a wetsuit for surfers doofus, pique that.

jbuckingham's picture
860 pencils

Err, and for divers, "doofus", like the copy says.
Unless surfers have started wearing fins.

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