ARCHITECTURAL MODEL by Taxi Canada for Hazco

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ARCHITECTURAL MODEL

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Canada
Agency Taxi Canada
Creative Director Trent Burton
Photographer Justen Lacoursiere
Illustrator Replicate Designs
Released January 2010

Credits & Description

Category: Ambient Promotion: Large Scale
Advertiser: HAZCO ENVIRONMENTAL AND DECOMMISSIONING SERVICES
Product/Service: DEMOLITION
Agency: TAXI CANADA
Date of First Appearance: Jan 4 2010 12:00AM
Entrant Company: TAXI CANADA, Toronto, CANADA
Creative Director: Trent Burton (TAXI Canada)
Art Director/Designer: Kelsey Horne (TAXI Canada)
Writer: Nick Asik (TAXI Canada)
Photographer: Justen Lacoursiere (Justen Lacoursiere Photography)
Illustrator: Replicate Designs (Replicate Designs)
Agency Print Producer: Marsha Walters (TAXI Canada)
Account Director: Ginny Wetmore (TAXI Canada)
Media placement: Ambient - Model Of Demolition - Was Displayed At The Hazco Environmental & Decommissioning Services Office - January 4, 2010

Describe the objective of the promotion.
The brief was to encourage building developers to consider HAZCO Demolition for their upcoming projects. The strategy was to treat demolition as part of the building process instead of a necessary evil.

Describe how the promotion developed from concept to implementation
We engaged a model builder to create an architectural model like you’d see in any office or showroom. But instead of the typical “finished” building you’d expect to see, we constructed one where a building was being torn down. In essence “demolition” became part of the construction process.

Describe the success of the promotion with both client and consumer including some quantifiable results
While demolition is a low volume business, response to the model has been overwhelmingly positive from architects and developers in HAZCO’s offices where the model appears.

Explain why the method of promotion was most relevant to the product or service
This execution was incredibly relevant to the product or service because it took something the target audience sees everyday and turned it on its head. It became a new way of looking at the same old thing and applying it to the concept of demolition.