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Animal magnetism

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Objective:

YKK AP was losing ground to household names such as ALCOA.

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Strategy:

Research identified QUALITY as YKK AP’s greatest competitive strength, pointing to architects, not installers, as the key decision-makers.

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Execution:

Freebairn’s YKK AP® magazine ads are reaching America’s commercial building industry with a fresh and surprising approach. YKK AP’s enerGfacade® offers architects a complete suite of energy-saving products for sustainable design. But instead of just going green with yet another skyscraper shot to demonstrate YKK AP’s benefits, Freebairn’s creative team went wild with an eye-stopping, all-natural campaign.

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5%

increase in architects’ specifying YKK AP for commercial buildings

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