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YellaWood: Sketch Pad
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Boards of YellaWood brand pressure treated pine lumber fly into place, piece by piece, to create some very large backyard decks. For homeowners, the larger part of the campaign's target audience, the aspirational visuals are the message. Those are some seriously impressive decks (and so easily constructed!). For the other target, contractors, it's the text that carries the weight. The campaign's new positioning (and its only words besides the brand's long-running tag), holds up YellaWood as the key to "five-star back yards." For contractors these days, star-based social ratings are practically a new business requirement.
Agency: Brunner
Client CMO: James Riley Related |
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