Kawneer Blast Portfolio Advertisement Receives “Best in Class” Distinction in Architectural Record’s 2013 Advertising Excellence Awards
Kawneer Company, Inc., an Alcoa business and the leading manufacturer of architectural aluminum products and systems for commercial construction, was recently honored by Architectural Record with a “Best in Class” distinction in the magazine’s annual Advertising Excellence Awards. Featured in the “Single” category, the winning advertisement was a part of Kawneer’s comprehensive blast portfolio launch.
The demand for blast mitigation products, especially in government and institutional buildings, is rising. Additional thermal requirements and energy codes for buildings often call for blast mitigation products to be thermally broken. To address the growing demand for thermally efficient products that provide blast mitigation in the United States, Kawneer took a cross-section of its ultra thermal product portfolio and put it through the rigors of blast mitigation testing to deliver a single-source solution of high-performing blast-resistant products and systems. Kawneer wanted to depict the ability of its products to preserve human life by protecting persons within or near a target building. Kawneer sought a strong visual and clear message that would capture the attention of the architecture community. The ad featured the message ”Protect What’s Inside,” resting atop a single egg with a flat white background. In addition to representing life, the egg’s familiar shape signifies security and comfort, drawing a parallel to the company’s high thermal-performing blast-mitigation line of products. The advertisement’s clean white space allows the reader to focus on the message.
Judges applauded the Kawneer ad for being “clever and intriguing” and they noted that the white in the ad made it stand out. The judges were also drawn to the emotional message and tone of the ad, with the focus on protecting life inside a building.
Advertisements qualifying for the award were featured in Architectural Record in the first four issues of 2013 in print (full page or greater) and in the January/February issue of Greensource, and online. The 2013 final selection committee was comprised of five leading architects from across the United States. More than 150 ads were evaluated in two categories: content and graphic design. Winners were announced during an event at the AIA National Convention, Friday, June 21 in Denver.
Find out more information about Kawneer’s range of blast mitigation products here.
Traco was acquired by Alcoa in August 2010 and continues to be a premier manufacturer of commercial windows. At Traco, we strive to think ahead of market challenges and create innovative solutions. Traco is now a division of Kawneer — the strongest brand in the architectural systems market — and an important component of Alcoa’s global Building and Construction Systems business. By uniting two leading brands with rich histories of innovation, quality and performance, we can extend our reach beyond what was possible as two separate companies. A new era in windows is dawning, and together we are strengthening the bridge between Traco and Kawneer to provide an even broader range of products, services and support.
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