Kingspan, an Irish manufacturer of architectural insulated mental panels for buildings, wished to make clear to its marketplace just how serious it is about sustainability, sourcing-to-disposal .
Kingspan commissioned my client Jib to create this website, pathtonetzero.com. I was asked to write it up.
It speaks volumes for itself, so I need not.
Jib has been jamming its proprietary SEO skillz with creative advertising techniques. This job, for which I wrote the print, online and direct response copy, was a exceptional example.
Jib created an papercraft architecture competition for Irish construction materials company Kingspan to pump up SEO and draw prospects’ eyes to their insulated metal panels. These are high-end panels used as cladding on prestigious architectural projects.
We launched with print ads in architectural trade publications, DR and eblasts announcing the competition and directing people to an intriguing microsite created for it, legaciesarebuilt.com.
Woven into the program was a story about the ‘Unknown Architect’, a fictional visionary from today times whose works are unearthed by future archeologists long after a rather nasty apocalypse. The key idea was that legacies are built of strong stuff like Kingspan. The winner got a university architecture bursary created and named in his honour.
The campaign won Platinum at the Marcom Awards. My hat goes off to senior designer Ben Allison of Jib for coming up with the idea and handing it to me, which made the writing pretty much self-execute.
