Taryn Holowka
2 minute read

The new ads show how LEED continues to raise the bar for the green building industry.

The next generation of LEED is here, and USGBC is celebrating with a new advertising campaign that will debut in magazines and online this month. The series explores how LEED v4.1, the newest update, helps projects deliver on their goals, whether that means materials, performance, energy, health and human experience, interiors, carbon or simplicity.

The campaign

The campaign consists of a number of ads, each which allow us to tell LEED’s story in new ways to position LEED and LEED v4.1 for success. By continuing to build the LEED brand, we can show how LEED raises the bar for the green building industry. From improving energy performance to emphasizing human health and integrative building design, LEED encourages project teams to operate beyond the status quo.

We focused on combining color, typography and photography to create a dynamic ad layout that walks the viewer through the story. We want viewers to feel connected and inspired by these projects and how they have used LEED to create better spaces for occupants, the community and the environment.

The headlines are quick, the photos are energizing and the call to action encourages you to seek out more information about LEED v4.1 on your own time. Overall, we wanted the ad campaign to inspire and motivate.

Thanks to our inspirational LEED project teams, which supplied the beautiful images showcased in our campaign, these ads represent the passion and commitment of an entire community to further the practice of green building and create a better living standard for everyone.

We know there are thousands of beautiful LEED projects, and we encourage project teams to share their images with us on an ongoing basis so that we can continue to inspire green building and provide the opportunity for our LEED projects to lead by example.

Media plan

The media plan has a significant digital component, along with print advertisements in industry publications like Metropolis, Architectural Record, Contract, Building Operating Management and USGBC+, to name a few. View the ad in Metropolis.

In addition to being placed on Facebook, LinkedIn and Instagram, our ads are running throughout 2019 on websites that reach the international architectural community, such as FRAME. When people click on the ads, they are taken to a landing page with more information about LEED v4.1.

Continue to follow us on Facebook, Twitter and Instagram to learn more about our new campaign. Let us know what you think of our new advertisements by sharing your feedback in the comments below.

Learn more about LEED v4.1