CANNES LIONS FINALIST 2011
Mohawk Industries introduced a revolutionary carpet called Smartstrand, featuring built-in stain-resistant fibers no other carpet manufacturer could match.
The Big Idea: The Mohawk Zoo Challenge.
The Insight & Execution: If Smartstrand carpet can stand up to zoo wildlife, It can stand up to your home life. For three weeks, we let the messiest animals in the world live on Mohawk carpet. Not one dollar was spent on traditional media.
The Results: We made the shortlist at the 2011 Cannes Lions for one of the Top 10 integrated campaigns in the world. Our client was rewarded with unprecedented sales: They were backordered for six months.
Mohawk Industries introduced a revolutionary carpet called Smartstrand, featuring built-in stain-resistant fibers no other carpet manufacturer could match.
The Big Idea: The Mohawk Zoo Challenge.
The Insight & Execution: If Smartstrand carpet can stand up to zoo wildlife, It can stand up to your home life. For three weeks, we let the messiest animals in the world live on Mohawk carpet. Not one dollar was spent on traditional media.
The Results: We made the shortlist at the 2011 Cannes Lions for one of the Top 10 integrated campaigns in the world. Our client was rewarded with unprecedented sales: They were backordered for six months.
Outdoor Banner for the Zoo challenge
website landing page
Every page had multiple ways to share our story.
It wasn't just about selling carpet, we wanted to help these gentle giants.
website "challenger" page
Rhino footprints that directed people to our rhino cahllenge.
Banner for the human Habitat
Some signage for the Human Habitat
A look at the Human Habitat. Where people could interact with our flooring.
100% of t-shirt sales went to animal preservation
Our rhino enjoys his new carpet for the first time
It wasn't all about us though. We wanted to give back to the zoo that was so graciously allowing us to fulfill our wildest campaign dreams. So with the help of HGTV's Chip wade, we turned this...
into this...
And the observation area from this...
To this.
Overview/Results
