The Wood Council:
Advertising & PR Campaign

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Assignment: Brand wood as a choice material (when considering typical home item purchases and most of all, as a homebuilding material). Aim for “got milk?” as a benchmark.

Solution: “Be Constructive. Wood.” Start by spreading this simple message as a teaser/launchpad, then follow with more demonstrative television, PR, and print executions.

Outdoor board, as featured in Wall Street Journal.

Construction barricade postings and bus shelters made with real wood veneer, as well as other creative outdoor executions

:30 television: "Fence"
:30 television: "Storks"

Print Campaign (click on each to enlarge)

In tandem with the consumer campaign, a 2000 sq. ft. house was completely framed in two days outside the National Homebuilders Show in Atlanta, topped by a small Be Constructive hot air balloon. The above packets were distributed to the trade, which included reproductions from the trade print campaign:

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Credits:
Creative Director: Mike Powell
Art Director, Designer: Britt Benston
Writer: Faron Greenfield, Britt Benston (tagline)