It's in the Details Advertising
The GREENGUARD Environmental Institute, a part of the UL Global Network, is an accredited, third-party organization dedicated to protecting human health and enhancing quality of life by improving indoor air quality (IAQ) and reducing chemical exposure. GREENGUARD certifies products and materials for low chemical emissions and serves as a resource for selecting healthier materials for controlled indoor environments.
GREENGUARD serves as a resource for architects and designers in choosing healthier products and materials for indoor environments as well as an accredited third party certifier for building product manufacturers. To increase awareness of the range of GREENGUARD certified products and services, Function: worked with the organization to develop a creative advertising campaign consisting of four ads that targets readers of Architectural Record magazine. The focus of the campaign was to encourage the architect to look beyond the big picture and consider the importance in the details – to better understand that everything that goes into a design or space matters. Each ad highlighted a different aspect of interior spaces including floors, surfaces, doors and windows. By running the ads simultaneously, Function: was able to create an immersion campaign that reminded the audience to think of GREENGUARD as a part of every aspect of interior design. And, through close-up imagery and targeted copy, each concept showed that the smallest details can make the biggest impact on Indoor Air Quality.
The primary objective of the campaign was to encourage architects and designers to select healthier products and materials for low chemical emissions and think of GREENGUARD certified products as they search for and specify products. Additionally, GREENGUARD wanted their ad campaign to increase building product manufacturers’ awareness of the importance of certifying products to drive understanding from the manufacturing side of the industry.