The “Environmental Species of North America,” a campaign designed for premier architectural products retailer, Belgard Hardscapes, has been selected by Communication Arts to appear in the Exhibit Online section of the trade journal’s web-based counterpart. The “Environmental Species of North America” will be featured beginning April 30 at www.commarts.com/exhibit.
Communication Arts, the largest creative magazine in the world and leading trade journal for visual communications, uses Exhibit Online to feature new and innovative projects in graphic design and advertising from around the world. MESH Design Co-owner and Creative Director, Taylor Bennett, was thrilled to receive word that one of the agency’s recent campaigns would be displayed on a global platform.
“Being recognized by Communication Arts is an amazing achievement for the creative team at MESH,” said Bennett. “It’s a publication that everyone in the business aspires to be in, and it doesn’t happen very often. We are extremely excited.”
The “Environmental Species of North America” campaign was created to introduce Belgard Hardscapes’ subsidiary brand, Belgard Environmental. Marketing V.P., Ken O’Neill, requested that the entire line of eco-friendly pavers be introduced in a single ad. That’s when MESH teamed up with illustrator Mark Ross to develop the idea for an ad featuring seven turtles – each with a unique paver-patterned shell. To further reinforce the brand, the agency also launched a direct mail campaign targeting leading landscape architects and contractors and distributed a series of posters featuring the turtles to top Belgard authorized dealers nationwide. A new version of the national ad is scheduled to appear in a number of trade journals in April and May
In addition to receiving recognition from Communication Arts, MESH recently competed against creative firms from Alabama, Georgia, Mississippi and Tennessee at the District 7 ADDY Awards held on April 17. The agency won two gold and two silver awards for the Belgard environmental campaign. Prior to the District ADDYs, MESH gained local attention at the Baton Rouge Annual ADDY Awards. The environmental campaign was honored with 10 Gold and several Silver ADDY awards. MESH also received the most prestigious award, Overall Best of Show, for “Environmental Species of North America.” This campaign will advance to compete in the National ADDY competition scheduled for early May.