recent post on Advertising Age has nothing to do with building products specifically, but everything to do with creative ways to raise awareness. Many of the "10 Most Unusual Advertising Placements" are examples of brand awareness advertising (as distinct from promoting a specific product). A couple are really advertising venues in search of an advertiser. What they all share is a clever rethinking of where to contact the potential customer.
The best of these ideas not only find a clever way to get noticed, but feature a fundamental appropriateness of the location they operate in, and a real connection between the way they communicate and the brand/product being advertised. Anyone could imprint their logo on the thighs of someone wearing shorts who sits on the bus-bench in #5. The brilliance of it is using it to advertise a sale on shorts. The same technique might also work for a gym, or a campaign for women's rights. It wouldn't make much sense for a car company, though, and it might be downright negative for a brand of canned ham.