James Hardie Siding
The Insight
The world of home siding is about as stale as you’d imagine. Vinyl or cedar and in what color. Enter James Hardie. They protect against - rain, snow, hail, fire and yes, wind. The challenge? Introduce them as a high quality option without the shortcomings of vinyl or cedar. In a memorable way.
The Campaign Idea
We leverage the story of the Big Bad Wolf, bringing him into our world where he exists as a walking, talking wolf with human characteristics. His sole purpose is to promote the benefits of vinyl, cedar and other types of siding (which he can destroy) as he sells against James Hardie. We place the Wolf in situations in which his schemes inevitably fail because the people he tries to fool already know the superiority of James Hardie.
Unfortunately, we did not end up producing this campaign. The work shown was comped for presentation.
The Big Bad Wolf is not much different from you and me.
Outside of having a wolf’s head, he talks, acts and interacts like any human being. He’s slightly taller than an average adult male. He always walks upright on his hind legs. And the fact that he’s a walking, talking, human-like wolf is perfectly acceptable to everyone around him. No one is surprised or shocked that he speaks and interacts with people. He’s not seen as scary or threatening in anyway. His presence does not invoke fear or terror. Much to his chagrin. He’s always welcome in a situation, not seen as intrusive. So, despite his name, he’s not particularly big and/or bad.
But he is definitely a wolf.
:30 TV Spot
The Wolf appears at a neighborhood homeowners association meeting where he lobbies to change the new construction policy so all new homes are built with vinyl or cedar siding. He comes with a PowerPoint presentation using false facts and statistics to make his case. But his savvy neighbors aren’t buying it and the motion is denied.
Social Media Accounts
Using his social media accounts, the Wolf creates posts sharing how exhausting his weekend was, huffing and puffing a @JamesHardie house to no avail. (In photos he’s sipping coffee with bags under his eyes.) Or he’s working out in an attempt to take down a Hardie house. We also create a short video of him standing in an empty field, laughing maniacally as he tells us there used to be a vinyl siding house here two minutes ago.
Google Maps Integration
Users type in their home address and then using Google Maps Street View we pull up an image of their home. The Wolf walks into frame in front of the home, points to it and attempts to convince the homeowner why they don’t need to invest in James Hardie for this house – suggesting flimsier options like wood, or more flammable like siding.
Straw & Sticks Siding Booth at Trade Shows
The Wolf and his siding company set up across from the James Hardie booth. He does his best to discredit the “competition” to no avail. His demos go horribly wrong. He can’t get real testimonials from contractors so he fakes them.