DAVIS Construction: Landmark Campaign
Advertising > Advertising-Print
- 2nd Place
Landmark takes what was an over-used and unoriginal concept, and cleverly reboots it. The result combines the recognition of key landmarks with construction issues and solutions that DAVIS offers. This is accomplished through an innovative approach to tone, design and custom photography.
Brand Ads: Each of the full page brand ads focus on a DC landmark with a headline that calls out a specific construction fact, with the final ad bringing them all together. These facts draw in the reader, while the body copy ties back to DAVIS with mention of client touchpoints and the value DAVIS brings. Custom photography was shot for each ad to bring a different, memorable perspective to the viewer, echoing the mission statement of DAVIS: changing the way people experience construction.
Tactical Ads: The four tactical strip ads appear under strategically selected Top Lists in the WBJ, and call out similar facts for worldwide landmarks. Again, the approach draws the reader in with a trivia-style fact and relates it to real estate – tying it back to the value DAVIS brings for positive recall.
The campaign concludes with a full page ad in the WBJ Book of Lists. The copy and photography recognize the city as a landmark in itself – and this time, announcing how DAVIS is entering into its legacy 50th year of business (a landmark for them). The ad also includes #DAVIS50, a new hashtag that communicates effortlessly the transition into the 2016 Legacy campaign.