This campaign uses 4 direct mail pieces that alter how construction is typically marketed, paired with 3 specific target area pieces based on construction status.

 

Clever haiku, tongue-in-cheek phrases adorn each card alongside delicate art deco influenced silver filigree.

The essential argument is this: homeowners don’t care about the tools, they care about what beautiful things are made with them. As all contractors show finished product, shiny images of new or remodeled homes is no longer effective.

 

This little project took one of the three ‘Best In Show’ awards alongside campaigns for BMW and Shiner Beer.