Ingenious Simplicity

Client: Proserv

Type: Integrated Campaign

Fifth Ring was asked to develop a campaign focusing on Proserv’s subsea production services. Proserv has developed processes and technologies that allow oil and gas operators to augment their production without replacing equipment.


The campaign’s visual style was adopted from instruction manuals where complex items are explained in a simple way. To take the idea further, we adapted these illustrations to tell a story and create a distinct personality for the brand, using simple language and speaking in a personal, human way. The concept was executed through advertising, trade show appearances, landing pages, direct mail and social media efforts.


“The [campaign] materials have been used at shows all around the world, and our offering is creating significant awareness,” said Caroline Merson, VP of marketing and communication at Proserv. “Based on our attendance at one of the major oil shows, we have been asked to participate in more speaking opportunities, and our sales guys have secured many new visits globally, as it is such a compelling and intriguing proposition brought to life in a very creative and personal way.”