We always make sure we love everything we present to a client, and that we’d be happy if they bought it, because if we don’t, it’s Murphy’s Law that they will choose the one thing we don’t like.
Sometimes we present three concepts and like them all so much, even we don’t know which we like best.
That was the case when we presented to Wayne Towle Master Finishing and Restoration. We didn’t have a recommendation because we thought each campaign hit the mark in a different way. The more we talked, the more obvious it became which campaign was best for them, but we had some others that were great, too (see the winner in our portfolio, THE WORK).
With the “We treat wood the way wood should be treated” campaign, we played with type and wood grain and used humor to stand out. We knew these would be inexpensive to produce and that with great headlines, we could keep the campaign going indefinitely. We wanted to make sure we offered a campaign with some attitude to see if the client might feel it fit.
The “It’s all about the wood” campaign was our attempt to visually bring the sophistication level up, as well as the tone. There was something really nice about treating the trees as if they were people with goals and emotions.
Each of our campaigns positioned our client as the best in the business, and each focused on wood in a different way. It’s always our mission to look at a project from all sides and make sure that we are providing a range of creative thinking. We believe having too many options is a good thing!