Breaking Down Walls
Kawneer
Advertising
CLIENT
Kawneer North America is the leading manufacturer of architectural aluminum building products and systems for the commercial construction industry. Providing single-source responsibility, their comprehensive product portfolio includes entrances, framing systems, curtain walls, and Kawneer and Traco windows. They are committed to responding to the industry’s needs, especially through meticulous engineering and product design. Headquartered in Norcross, Georgia, Kawneer is part of Alcoa’s global Building and Construction Systems (BCS) and operates throughout the United States and Canada.
SITUATION
The launch of Kawneer’s first interior framing product in July 2014 needed a campaign strong enough to support the innovative efforts. As architects and designers increasingly incorporate more open space into designs, the need for better interior framing was necessary. Kawneer’s sturdy and adaptable InFrame™ Interior Framing satisfied the rising market demand.
RESULTS
Because InFrame™ marked a first for Kawneer, Function: needed a strategy that would grab the visual of readers. The campaign was designed to change the perception of walls –diminishing their status as exterior barriers and opening the view to something more. With a bold graphic of a battered wall, the visuals push home the idea that walls can be more than dividers, but rather innovative and elegant parts of a space.
