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84 Lumber
84 Lumber "The Journey"

RAN IN: United States

CLIENT
84 Lumber Company

Amy Smiley, Director of Marketing

AGENCY
BRUNNER *Lead Agency

Rob Schapiro, Chief Creative Officer
Dave Vissat, VP, Creative Director
Derek Julin, Associate Creative Director
Kevin Corfield, Associate Creative Director
Lauren Tedesco, Account Director
Dana Lucas, Senior Account Manager
Steve Radick, VP, Director of Public Relations


FIXER Partners

Brad Powell, Executive Producer, Partner


Sanctuary

Cole Webley, Director


Final Cut


Future Perfect


SUMMARY

Coming out of the recession, the building materials industry struggled with public perception and a lack of quality candidates. Industry jobs were perceived as unstable, and 84 Lumber wasn't even on the radar of qualified potential applicants. To be considered as a company of opportunity, 84 Lumber needed to plunge into the public spotlight. And so, The Journey was created. The campaign not only personified the characteristics of the ideal candidate, it delivered integrated touch-points that ignited conversation around the brand, drove awareness to 36+%, and created a 45% increase in applications.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;PR;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;SPONSORSHIP;TV;Branded Content (TV);Product Placement;Sponsorship (TV);Spots (TV)

Audience: Young Men (20-35)

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English