New Silestone campaign: innovation and sustainability to change the world

The global campaign showcases how Silestone® has transformed thanks to the patented HybriQ+® technology, which sets the course for real and concrete sustainability in the design and architectural surfaces industry.

The new generations demand a more sustainable world, a more humane way of life. This is how Cosentino has understood it, which has completely transformed Silestone® thanks to the development of its exclusive HybriQ® and HybriQ+® technologies. Just as it revolutionized the space of the kitchen with its commitment to color, design and unparalleled performance more than 30 years ago, the brand is now leading the way towards sustainability in the space that has become the epicentre of our homes.

Under this approach, and with the authority of being the world's leading brand of kitchen countertops and surfaces for three decades, Silestone® by Cosentino is launching its most relevant campaign in recent years. Debuting in 21 countries simultaneously, “Changing The World From The Kitchen” celebrates how the brand has evolved through industry-leading sustainability innovations and marks the first dedicated campaign since it’s rebranding in 2021.

With the example of HybriQ® and HybriQ+®, a tangible combination of innovation and sustainability, the global brand calls for a more sustainable, environmentally friendly and humanistic world for all of us. The campaign puts forward the vision that the next revolution to change the world can originate from the kitchen. A disruptive innovation, a “spark” like HybriQ® to generate a movement for change that must be common and shared. Being aware and committed, starting in our homes with small changes that, together, generate a great revolution.

“With HybriQ+® we are once again leading our sector and leading by example. We do something better and different, with the aspiration that it can become the norm. This commitment to sustainability now allows us to send a message of transformation to our clients, collaborators, specifiers and, of course, to end users. A change to build the world we want, to provide solutions to the future issues, and that has its epicentre in the kitchen space”, says Damián Granados, VP Global Marketing of Cosentino Group.

“Changing The World From The Kitchen” arrives in a digital campaign that includes three versions spot (59”, 40” y 30”), and will be distributed and localized in 21 countries, resulting in a total of 385 pieces including all formats. The campaign will be concentrated mainly on social media, with focus on Instagram, although in some countries it will be broadcast on TV. The spot has been created and developed jointly by the Cosentino marketing team, Wünderman-Thompson agency and Fight Films producer, and directed by Ida Cuéllar.

HybriQ+®, a new standard for the global industry

The innovative technology HybriQ+® marks an entirely new product composition and manufacturing method for Silestone® - with a newly debuted sustainable manufacturing process that uses 99% reused water, 100% renewable electric energy, zero water waste and a minimum of 20% recycled raw materials.

With HybriQ+®, sustainability coexists with the unique beauty and unrivalled properties of Silestone® that have always characterized the brand. The new Silestone® maintains all the properties and certifications in terms of resistance, performance and hygiene, while increasing its aesthetic possibilities thanks to the selection of premium minerals, and the incorporation of recycled materials in its composition.

To explore Silestone®’s new campaign, visit https://www.cosentino.com/silestone/hybriq-technology/