Owens Corning: “WHO CARES?”
Traditional Campaign | Concept + Art Direction
To launch a new insulation system for Owens Corning we created the “WHO CARES?” Campaign. Our key insight: insulation is boring and typically not visible. However, it’s critical to building a healthier, safer and more sustainable building. In this provocative campaign, we let the technical nature of Owens Corning’s products work to our advantage.
Print Ad:
We presented architects with a rather blunt question: Who Cares? Because Owens Corning does and we know responsible architects do too.
The Booth:
We designed an interactive booth for AIA Conference that carried our “Who Cares?”messaging and schematic visuals into the 3D realm.
