It had to be different.
Thousands of years from now, fragments from long lost buildings are found. These fragments (which are pieces of Kingspan panels) are used as a guide to help rebuild the new world, and are featured in a museum exhibit as a testimony to the brilliance of the architect who built with them; his legacy lived on.
The campaign consisted of print ads, a microsite, and a direct response campaign which used PURL’s (personalized URL’s) which allowed us to create a customized web-experience for each user; the web-experience featured a fictional timeline of fragments from buildings they designed. The microsite was also host to a papercraft design contest.
Media & Prizing
The concept was followed up by a print and blog out-reach campaign, driving prospects to the contest who were encouraged to submit their own design, where they had the chance to win a variety or prizes, including a scholarship either donated in their name or, if they were a student, applied toward their tuition. The winner will be on display at Greenbuild International Expo in Toronto in October 2011.