We were engaged by Advertising Associates to create a new brand campaign for Choices Flooring. Research had shown their current marketing wasn’t cutting through or engaging consumers. Choices realised they needed to do something different and create some noise around their brand.
Flooring is a very competitive category. Our challenge was to create a television, online and cinema campaign that would re-engage consumers, and put the Choices Flooring brand top of mind. The Choices brief stated consumers not only want their floors to look stunning, they must be durable no matter what their lifestyle.
We found when researching the flooring category it was full of what you’d expect – beautiful rooms without a thing out of place. Really? How often does a room remain pristine? For us this didn’t truly reflect the real world. We thought there was a need to …get more ‘real’ and told Choices we were going to take their pristine flooring and mess it up!
Creative Direction, Video, Post