When ACS Seattle, general contracting company, was looking to publish a back cover magazine ad in a local teen sports magazine, we knew we were targeting connecting with parents. In fact, these could be sitting around parents' coffee tables for a long time. We looked to create an ad that both continued the brand we were developing for them, and that connected with our specific audience in a clever way.
The concept become a combination of the humorous and the heartfelt.The byline pulls them in with the humorous element first, pictured in the image with a stork bringing about a happy new addition to the family in the form of a home addition for the parents to enjoy. We poked at them that this addition to the family won't become a teenager! We showed the good aspects of our children as great additions to our lives, but we all know the frustration that also comes as they grow.
The real message is beyond the clever pull, both in text and visually. The text tells how its not about the rooms themselves that they build, but about the lives they live in them. Many of those visions in the rooms of the graphic are the tender moments we charish, the real value that our homes hold. But it also shows how ACS Seattle puts particular effort in making sure the work they do works well for their lives. And during construction, they make sure their impact on the owners' lives is minimized and always is done with the utmost communication.The brand of ACS Seattle is to move beyond the beauty and allure of the physical design of the rooms, elements that are fleeting in meaning and value.
Instead, we focus on the real impact of their work in improving people's lives in their home. We show how important the home is, and all the personal meaning, memories, and life experiences that build within those walls during their lives.Others try to attract through beautiful visions without real substance, or sometimes even reality. We connect ACS Seattle with their audience through what really matters to them - the lives they live in their home and with their family and friends. We connect with them through a higher quality of life with their loved ones.
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