Strategic Insight
City pipe networks were compared to the human circulatory system — both invisible, both essential, both keeping the organism alive.
TeraPlast 120
A 120-year anniversary OOH brand-awareness campaign for TERAPLAST SA, celebrating their essential but often invisible role in urban infrastructure.
CASE STUDY SUMMARY
What KADD delivered for TERAPLAST SA.
KADD worked on anniversary campaign & ooh for a client in the construction & infrastructure sector. The project connected strategic clarity, practical implementation and a coherent customer experience for the organization’s market and location.
Related KADD services
The Challenge
Making the Invisible Essential Visible
TeraPlast products are essential to urban comfort but often invisible beneath city streets. For a 120-year anniversary, the challenge was making this hidden infrastructure emotionally resonant at billboard scale while keeping the message readable in seconds for passing traffic.
The Heart of Romanian Cities
Key Visual
A heart constructed entirely from PVC pipes and TeraPlast components transformed industrial products into an emotional symbol of urban vitality.
Outdoor Principle
A simple composition readable in seconds, built around the verified campaign slogan: DE 120 DE ANI SUNTEM INIMA ORASELOR DIN ROMANIA.
Creative ConceptKey Visual DesignOOH CampaignBillboard ArtworkBrand Anniversary CommunicationSlogan Development
The Outcome
Industrial Products Turned Emotional Symbol
Invisible infrastructure transformed into an emotional anniversary statement.
A heart built from pipes positions TeraPlast as the essential circulatory system of Romanian cities, instantly communicating 120 years of urban contribution.