Royal Garage Door Systems was looking for a campaign to promote their Thermostop garage door seal around the Upcoming International Builders’ Show. The work needed to live across multiple touchpoints—building awareness ahead of the show and commanding attention once attendees were on the floor. Thermostop is a straightforward, hard-working product designed to keep rain, snow, dirt, sand, and debris from getting inside. The goal of the campaign was to elevate that quiet strength into something bold and unmistakable—creating a visual and message that could carry from digital placements to the trade show environment without losing its impact.
The Challenge
Thermostop isn’t the kind of product that sells itself at a glance. It’s simple, functional, and visually unremarkable—especially in a category full of competitors offering nearly identical solutions. But the real challenge went beyond standing out on a shelf or in a catalog. This ad had to cut through the chaos of the International Builders’ Show, surrounded by hundreds of brands all fighting for attention with louder booths, bigger claims, and more product shots. In an environment where everything was competing to be seen, the question wasn’t just how to differentiate Thermostop from similar products—it was how to make anyone stop long enough to care.
The Strategy
In a trade show environment built on overload, the strategy was simple: don’t add to the noise—cut through it. Instead of leading with the product itself, the campaign focused on what Thermostop represents: relentless protection. By placing a massive dragon atop a garage transformed into a stone stronghold, the ad created a visual interruption in a space filled with predictable product photography. The dragon became a stand-in for Thermostop’s strength and durability—an unmistakable guardian holding the line against the elements. At a show where attention is currency, the imagery did the heavy lifting, pulling people in long before they ever noticed the product doing its job.
The Outcome
The campaign made an immediate impact at the International Builders’ Show. Surrounded by a sea of predictable housing products and forgettable billboards, the sight of a massive dragon guarding a garage stopped attendees in their tracks. It cut through the visual noise of the convention floor and the surrounding city, demanding attention in a way no traditional product shot could. What started as a simple garage door stop became one of the most talked-about visuals of the show—ultimately earning Best Ad of the Year (2023) from Door + Access Systems Magazine and proving that even the most utilitarian products can command the spotlight when creativity leads the charge.
