Icynene makes architects famous

Clever Samurai helps keep insulation (of all things) memorable.


Foam insulation probably isn’t the first thing that comes to mind when you think of tools of the creative trade, but we suppose it must be something that comes up at some point in the process for architects. Like when an artist decides which paper to print on, or a musician figures out which guitar makes the exact sound they’re looking for.

Mississauga-based Icynene enlisted Clever Samurai to help keep their brand of environmentally-friendly, spray foam insulation top-of-mind for architects when it came time to source materials for the projects they dream up. To do this, they took the sketches of a dozen brilliant building designs and printed them on t-shirts that were sent to the architects who designed them, along with a letter highlighting how the versatility of the company’s products was perfect for adapting to any creative possibility they might come up with next.




Brand: Icynene
Agency: Clever Samurai
Creative Director: Joe Amaral
Art Director: Emmanuel Torres
Copywriter: Alexandra DeMaria, Alexandra Stadnik
Account Director: Amanda Power
Account Executive: Skye Starnino
Illustrator: Sam Estrabillo
Photographer/Retoucher: Shajil Chirayath