Thank You Global Ad Campaign

Construction work is tiresome, tough, and grueling. Society generally marvels at the finished product, but often overlooks the people who make it happen. In our global “Thank You” campaign, we focused on the people who build the world around us and heroized them through portraiture shot on-site in Copenhagen. As in our other advertising, we strive to show who the industry really is by using a diverse range of real builders. We removed all messaging of our products from the ads and focused squarely on elevating our customers to a place of grandeur. This was a bold entry for us in our emerging markets of the UK, APAC, and the Nordics. We put our belief in our customers and our brand over anything else. The ads were shot and produced by our agency partners, WeThink, in Copenhagen.
Results: The ads were extremely successful and were key in seeing revenue growth of +60% in each region and more than doubling our sales in Australia alone.
My role: I worked closely with agency from the RFP process through conceptualization, refinement, and production. I wrote the casting brief, selected the models, and directed the shoot.