Wyffels Hybrids Advertising
To promote Siplast’s liquid-applied product, we collaborated with our friends at Studio Tribe to develop 3D renderings of objects emerging through the liquid roofing, taking great care to get the consistency of the roofing material exactly right.
To pull off our “It’s not a myth, it’s single-ply” campaign, we really had to nail the mythical creatures featured in the ads. So we enlisted the wizardry of Diego Maricato and his Brazilian-based team, who created creatures so lifelike, they made us believers.
For Siplast’s staple roofing product, SBS Modified Bitumen, we photographed and cropped the product in unusual and visually pleasing ways, pairing personality-filled headlines with a refreshing amount of white space to help the ads stand out in the trade pubs.
Based in Irving, Texas, Siplast makes some of the best commercial roofing products in the industry. They came to us with a need for their advertising to live up to that standard and evoke the same confidence that they have in their roofs. And in an industry where branding and advertising is notoriously dry, Siplast allowed us – and encouraged us – to take risks, resulting in a series of campaigns with a swagger that is unmatched in their space.
Each campaign highlighted the attributes of different roofing products in unique and unexpected ways. When Siplast needed to promote their liquid-applied roofing system, we developed a concept that showed objects representing a key product benefit emerging dramatically through the liquid roofing material. The series of ads was clean and striking – a welcome contrast to their competitors’ literal and cluttered ads.
Siplast’s entry into the single-ply market – a more basic roofing product that they had never offered before – required a very thoughtful strategy. As Siplast has always produced innovative, higher-end roofing systems, many customers and industry professionals were finding it hard to believe that single-ply was finally coming to Siplast. This inspired our campaign concept, where we paired subtle product shots with eye-catching imaginary creatures, to announce to the world – It’s not a myth, it’s single-ply. This campaign gained so much traction from the industry that one of their major competitors put out a copycat ad – luckily their version of the flying pig crashed and burned.