With its 750 members in the sector of building and industry demolition, mineral construction waste and pollution remediation Deutscher Abbruchverband is Europe’s biggest national demolition association. In the last 25 years in particular the whole industry has evolved to a branch of economy that is highly technologized and very high in quality standards. In contrast to that exists a big disdain of the craft, holding up the notion of “everyone can destroy”.
Our most important job was to sustainably improve the image of the demolition industry. Potential clients are to know, that demolition and removal are high quality jobs for real professionals that can be found among the members of Deutscher Abbruchverband. With a certified membership of Deutscher Abbruchverband demolition companies are supposed to be given a credit of trust by the customer as well as gaining wider reach. Potential applicants should see that the industry is challenging and sustainable, and that it offers a variety of options for education.
The result is a highly attention-catching image campaign. alle freiheit has developed six image motives including a headline concept to put the essence straight. One half of the motives was captured in a shooting of employees of DA member companies. The other half which displayed construction machines and wrecking scenery was supplied by the costumer. Eventually, the final motives were created on the computer, employing an elaborate double exposure process. Obviously we designed the motives in various sizes, so that the header for the campaign would look good on every device.
An image leaflet, various apprentice flyers and fitting headers on the DA channels on Twitter and Facebook make the campaign complete. In addition, alle freiheit takes on the design, composition and ad management for the association’s magazine “Abbruch Aktuell”, which is published quarterly.