SoftBac® is a super strong, super soft carpet backing that requires much less latex glue in the carpet manufacturing process resulting in a product with more dimensional stability and life. DHD produced a consumer campaign focusing on the simple premise that strength supports beauty. For visual impact we commissioned the prima ballerina from the Atlanta Ballet and hung her from a single 12-inch wide strip of SoftBac. Dealer point-of-sale displays were produced supported by trade advertising and a microsite. Dealers then were trained to on the proper way to sell SoftBac. The first year of the campaign, over 250 million square yards of SoftBac carpet were installed.
We’re confident all it takes is one assignment for you to be sold on Davis Harrison Dion. Whether it’s a branding assignment, integrated campaign, a website, or a direct marketing effort, we’ll take on any challenge to prove we’ve got the talent, fire and desire to be your marketing partner.
The historic 333 North Michigan Avenue Building was constructed in 1927 on the site of Fort Dearbon, the first Chicago settlement built in 1803. Fort Dearborn was strategically positioned along the Chicago River making it a prime location for travel and trafficking goods – and now it positions the building in heart of Michigan Avenue.
The first thing you notice is the unmistakable art deco design. It was derived directly from Eero Saarinen’s designs for the Chicago Tribune Tower and his Grant Park skyscraper proposal. A bas-relief frieze by sculptor Enrique Alferez winds around the building, commemorating Chicago’s pioneer past while adding exquisite detailing.