Beyond sustain[able].
Armstrong Ceilings
Product launch campaign:
Video
Concept
Storyboard
Design
Art Direction
Everyone has a sustainability story these days, especially in the building products market. Armstrong Ceilings didn’t want the launch of their Sustain portfolio of ceiling tiles to get lost in the mix.
By including video as a major element in the broad campaign we produced – which included print and digital advertising, sales tools and email communications – the product launch found greater attention from a wider audience.
Our team conducted extensive architect interviews, which led to a period of messaging tests. The key we discovered: architects feel they must choose between performance and design. Armstrong needed to make it clear they didn’t need to.
In dissecting the word itself, we tapped into all of what Armstrong’s new product was able to provide, and show architects that sustainability and aesthetics can work beautifully together.