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North
American Title
Industry: Title Insurance
Objective: Ad Campaign
Excellent performance in the residential sector overshadowed
the strength of NATC's commercial insurance operation. They actually
led competitors in several key areas, such as years of experience
and financial
clout, yet were known more for insuring homes and condos than
large commercial buildings. This simple, colorful three-ad campaign,
including tagline, was created
to help NATC stake a stronger leadership position
in
their customers' and prospects' minds. Foregoing overdone "cityscape" stock
photography, a versatile set of small plastic models was commissioned
by art director
Ken Church, who lit and rearranged the tiny
structures differently for each ad.
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