Forestry Innovation Investment (FII), a BC Crown corporation formed to market B.C. wood products around the world, hired Red Rocket Creative Strategies to write and design a series of print and online ads that promoted the use of BC wood products in construction. The ads, aimed primarily at architects and engineers, focused on two of BC wood’s key construction advantages: industrial strength and sustainability.
Working with FII’s established brand of “naturally:wood,” we designed a series of ads that combined rich product imagery with compelling, feature-based copy. The images highlighted beautiful wood products, both natural and engineered, employed in innovative structural applications.
We also developed tag lines that emphasized the strength and renewability of wood along with supporting copy that reminded readers about wood’s durability, versatility and beauty. The copy also stressed wood’s ability to meet strict construction codes while offering an endless variety of finishing options. The print ads appeared in architectural and other industry publications, while the online ads were placed with architectural, engineering and construction websites. The ads linked to YouTube videos featuring the use of wood in various construction projects.