Mintz Clears the Air via Praxair

BOSTON Mintz & Hoke addresses tough new pollution regulations in a print campaign for Praxair North American Industrial Gases.

Praxair’s new Oxygen-Enhanced Low NOx Technology system uses an oxygen tank piped into a coal burner to remove nitrogen oxide, or NOx, from the burning process and prevent pollution. Plants that do not meet stringent new regulations face closure, according to the campaign, which targets engineers who oversee operations of coal-burning plants, the agency said.

A print ad, running as a two-page spread, shows a woman drenched by an open hydrant. “NOx season is here. How are you going to get through it?” reads copy, which further explains how Praxair’s system stops NOx formation before it starts.

The tag: “Fast, flexible, affordable.”

“It’s a very anxious time for these guys, and they’re operating on a small profit margin,” said vice president, associate creative director David Banta, who oversaw copywriting on the effort. “The visual of someone cooling themselves is an icon of relief.”

The effort is running in industry publication such as Power Engineering through the fall; additional work will break later this fall and in the winter. The Avon, Conn., shop has also created interactive, collateral and public relations materials for Praxair. Campaign spending was not disclosed.

Mintz & Hoke began working with the Danbury, Conn.-based client about a year ago.