Carpet One
Carpet One had an advertising need for its numerous annual sales, promotional events, and conventions. Each season they would needed a refresh on all deliverables from POP (point-of-purchase) and other in-store collateral, all forms of print, OOH (out-of-home), mailers, emails, landing pages, and broadcast. They implemented these advertising tactics to stand out from big box competition and to remain a subject matter expert in the flooring field, which is evident from the one-on-one attention you receive the moment you step through the door.
I Stand Here Campaign
This campaign was a loose take on the selfie, depicting the perspective of looking down in an effort to drive focus on the importance of quality flooring. After all, "it's more than just a floor," it's the foundation from which we live and enjoy our lives. The campaign derived social media nuances within its design and encouraged social participation. The social tie-in, "Where Do You Stand" offered an online outlet for people to tag photos depicting where they're standing.
Flooraphobia Campaign
This campaign focused on the stress and anxiety that comes from making large decisions such as purchasing new floors. This whimsical take on the experience plays up the ease and peace of mind Carpet One offers when it comes time to make the big purchase.
Flooraphobia Broadcast
The Flooraphobia Campaign was effectively paired with a radio/TV broadcast where I established the concept and scripts.
