Thermoseal roof sarking is a reflective foil membrane that not only insulates, but works as a secondary layer of protection if the roof is damaged. But because sarking is hidden under the roof, most people know nothing about it or the benefits it has to offer.
Our job was to construct an innovative, integrated campaign that would build demand for sarking from homebuilders.
Phase one of our campaign featured an orange, peeled to reveal a protective second skin.
An innovative brochure was developed that required the reader to physically peel open the outer skin of the orange on the cover, to reveal the second protective skin underneath.
Phase two saw brand ambassadors, Dan and Dani from The Block, peeling back roof tiles to reveal the sarking beneath.