With 750 members the German Demolition Association (in German: Deutscher Abbruchverband e.V., DAV) is Europe’s biggest national demolition association. Its members span over the entire building and industry demolition sector and also hail from mineral construction waste and pollution remediation companies. During the last 25 years, the demolition industry has evolved and undergone massive modernization. Nowadays the sector is renowned for its state of the art technology and high quality standard of work. This is a stark contrast to the perception most of the public may have of the demolition craft: that it’s a simple task to destroy a building anyone can easily complete.
We at alle freiheit were given the opportunity to create a new image for the demolition industry that more adequately reflects its current character. For one, potential new clients should be aware that demolition and removal are high-quality tasks conducted by trained professionals. We wanted to clarify that these experts are all members of DAV and that a certified membership in the association translates to trustworthiness. Potential applicants should see that membership in DAV endows them with not only more credibility but also more awareness within the public and therefore wider reach. We wanted to inform potential applicants of the benefits of this highly specialized and forward-thinking industry and its diverse training opportunities for employees during all stages of their career.
We developed an attention grabbing image campaign including six images and an accompanying headline concept with the purpose of tightly pinning down the most important messages. The images consist of two components: a picture of a DA member company employee (from a photo shoot with our photographer) and a picture consisting of construction machines and a demolition site (supplied by the costumer). The final compositions were created on the computer by merging both images and using an elaborate double exposure process. Of course we designed the motives in various sizes, so that the campaign head motives would look good on every device. An image brochure, various flyers for apprentice recruitment and customized headers for the DA channels on Twitter and Facebook completed the campaign. In addition, alle freiheit is currently responsible for the design, composition and ad management for the association’s quarterly magazine “Abbruch Aktuell”.