Yellow makes the case for construction timber from Fagus
The Basel-based agency Yellow has developed a campaign for the startup Fagus, based in Les Breuleux in the Jura region, that showcases the strength of the new building material made from Swiss beech wood.
Fagus Suisse is the first and only company in Switzerland to specialize in the production of structural glulam from Swiss beech. The hardwood is processed using a novel method developed in collaboration with the Department of Architecture, Wood and Construction at the University of Applied Sciences Biel and the ETH Zurich.
The newly developed processing method means that the structural glulam has values in terms of flexural, tensile and compressive strength that replace steel and concrete in construction. In addition, the renewable building material increases the indoor climate and improves the ecological footprint of a building. Thus, beech is the natural alternative for steel and concrete. This message is conveyed to the target group in two key visuals.
The campaign includes various online measures, direct marketing measures, trade fair appearances and advertisements in selected trade magazines and will be in use from fall 2019.
Responsible at Fagus SuisseStefan Vögtli (overall responsibility). Responsible at Yellow: Hannes Müller (strategy and consulting); Mira Ewert (project management); Pascal Rehmann (art direction); Martin Schmidlin (text), Lily Metzker (CGI/image editing).
