A subtle and deceptively simple print campaign for Quikrete concrete wittily communicates the fast-setting nature of the product.
The ads, by Atlanta agency Fitzgerald & Co, show how quickly new structures have gone up, with two sequential photos of the same scene and a moving object. For example, one scene has a yacht crossing an empty bay and the next has a bridge across the bay, with the yacht on the other side of the photo. The same idea is used with a coach driving past a new fountain and an airship floating past a new water tower. The only copy is the brand name and the words "fast-setting concete."