TFI Envision developed “The Evolution of Parts”advertising campaign for the TechSmart® brand. TFI Envision built this campaign on the insight: TechSmart® parts are built to be survivors. TFI Envision made the analogy to animals in the wild, like the giraffe who’s body adapted to reach leaves high in the trees to survive. This became the basis of the campaign.
To drive home the evolution theme, each ad shows a parallel between a TechSmart® part and an animal that has adapted to achieve superiority in the wild. Animals include a dolphin, gorilla, armadillo and more. Each animal is associated to a TechSmart® part that shares the same adaptation as the animal.