It was one of the most unusual castings in 2010: "Pipelife seeks Superforeman!” – The winner has now been found. His name is Michael Andergassen, a site manager from Lake Constance. In the future, his smile will be seen on all publications of the plastic pipe manufacturer from the Lower Saxony town of Bad Zwischenahn – including Christmas cards, product brochures and price lists.
“Part of our philosophy is to always be close to the country’s building sites,” as Pipelife’s managing director Michael Bodmann explains the campaign. “That’s why we didn’t want just any male model as our new face to the world, but a real expert from within the industry.” That face has been found in Andergassen: “Friendly and authentic – Michael fits us perfectly.” Which also applies in reverse. “I wouldn’t lend my face to any old company,” says the new Superforeman. “But I frequently work with Pipelife pipes and am totally impressed by their quality.”
Female employees help reach the decision
The casting took place in September 2010 at the IFAT in Munich. Countless visitors to the trade fair were excited by the campaign and jumped at the chance for a couple of snapshots in front of the camera. The selection process wasn’t easy: “Some really good guys work in our industry,” said Bodmann. His female employees were therefore happy to help look through the pictures – and in the end, the majority of them advised their boss to choose Andergassen.
Not afraid of colleagues’ comments
The new Pipelife Superforeman was extremely surprised by the call from Bad Zwischenahn. "I took part in the campaign at the trade fair on the spur of the moment and had almost forgotten about it again,” he says. In December, the man from Baden-Württemberg travelled right across the country to the north for the photoshoot. “It’s the sort of thing you see on TV,” says Andergassen, “but it’s really strange to find yourself surrounded by camera flashes.” In the end, however, he had a lot of fun and he also liked the 1500 photographs: “They’re alright!” he says in typical building site fashion.
As a reward for his modelling efforts, the site manager has 1500 nice photos of himself as well as good story for his grandchildren and a wellness weekend from Pipelife Germany. He is also not worried about comments like “Look, here comes Germany’s next construction worker model!” from his colleagues, who are certain to recognise his face on Pipelife brochures or flyers. “I’ll just ignore it,” says Michael Andergassen, smiling his Superforeman smile.