Clever. Subtle. Clean. Just a few of the words used to describe the three advertisements designed by Function: that were honored in Architectural Record’s 2011 Advertising Excellence Awards. From more than 150 eligible ads, less than 25 print advertisements were recognized as the most effective advertisements in the building and design marketplace.
The advertisements were judged in two categories: content and graphic design. Here is what they had to say about Function:’s designs:
GREENGUARD Environmental Institute
“Best in Class”
“This ad is so simple and extremely subtle,” said the jury. “Very clever! The further you are away from the ad, the more there is to see. “
Sometimes it’s the things you can’t see that can be the most harmful. GREENGUARD understands and addresses this in their winning advertisement. Designed to “illustrate the intangible,” the advertisement invites readers to take a closer look. The primary use of blue allows the ad to stand out in the publication. And the faint wording interspersed throughout the visual underlines the overarching message of the campaign.
When CertainTeed developed a high-quality Gypsum board that combines enhanced acoustic performance with mold and moisture resistance and fire-resistant properties, they wanted to create an advertisement demonstrating the unique properties of the product through a compelling visual that stood apart from the competition. In a departure from the company’s usual brand/product image, the CeratinTeed silentFX advertisement conveys the beneficial properties of the product through a conceptual image rather than a product shot.
In describing their reasons for selecting this advertisement as a winner judges said, “It’s very clean and simple and shows movement. It does a good job of designing around sound.”
Kawneer Company, Inc.
“Best in Class”
Featured in the category, “Demonstrate How it Works,” the winning advertisement was developed to support the launch of Kawneer’s innovative Versoleil™ SunShades. The design denotes movement, emphasizing the product’s ability to adjust based on sun angle and building orientation. The minimal use of color throughout the ad allows the reader to focus on the product and message. And, the simple use of imagery throughout helps Kawneer’s Versoleil™ SunShades ad stand apart from others in the magazine.
Judges noted: “In this ad, you focus on the image which implies movement. The minimal use of red font highlighting the name of the product and company was intentional and quite powerful. The composition was clean and simple and the text was in a graphic block.”
Advertisements qualifying for the award were published the first three months of 2011 in Architectural Record, in the January/February issue of Greensource, or ran online during the same time period. Six leading architects from throughout the U.S. made up the final selection committee and winners were honored May 13 in New Orleans.