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    Great Southern Wood Preserving’s “Lumberyard.” Beavers in YellaWood rapture

    By Dan BarronUpdated:No Comments2936 Views

    In a suite of three episodic TV :30s breaking March 17, Great Southern Wood Preserving, Inc., Abbeville, Ala., introduces a scheming team of beavers who are, one might allow, among the world’s greatest experts on wood, and who are also, so the advertising reveals, among the world’s greatest fans of YellaWood brand pressure treated pine. Titled “Woodland’s Most Wanted,” the campaign, including digital, OOH and POS support, is by advertising agency Brunner, Atlanta. It is all about what beavers do, or would do, if they had YellaWood.

    In the first spot, “Lumberyard,” five of the big-tailed rodents display some cat burglar skills in an after-hours break-in. They rappel their way down to the warehouse floor, where one supersniffer follows his beaver nose past all the generic lumber to where the YellaWood is stored. The spot ends with the team in YellaWood rapture.

    Campaign:  “Woodland’s Most Wanted”
    Suite of three episodic TV :30s, plus digital, OOH and POS introduce YellaWood’s greatest fans, a scheming team of beavers.        

    Primary :30s               
    “Lumberyard” Beavers in YellaWood rapture.
    “Control Room” No YellaWood? Abort!
     “Heist” Beavers do what beavers do, or would, if they had YellaWood. (“Not built to code. Beavers don’t care about that.”)

    VO (spots’ only words): “For five-star back yards, YellaWood brand Pressure Treated Pine. If it doesn’t have this yella tag, you don’t want it.”

    TV media: TBS, TNT, truTV, CBS (March Madness), also HGTV and DIY cable networks.

    Support Digital: Facebook, Instagram, YouTube
    Video :30s similar to the TV
    Disruptive Instagram ads in which nature scene beavers break into and “steal from” traditional YellaWood ads.
    Static and animated character profiles of the beaver heist team.

    Support OOH: Traditional (flat), as well as 3-D, “episodic,” before-and-after billboards in which beavers pilfer the YellaWood from what had originally gone up as “normal” billboards.

    Support POS: 3’ tall beaver ceiling hangers and door and window clings “case” lumberyards and showrooms, looking for YellaWood.

    SPW Credits

    Client: Great Southern Wood Preserving, Inc., Abbeville. Ala.

    CMO: James Riley
    Brand Mgr.: Rob Pongonis        
    Marketing: Ricky Perkins

    Agency: Brunner, Atlanta
    Chief Creative Officer: Rob Schapiro
    CD: Jeff Shill
    ACD: Silver Cuellar
    CW: Jonathan Banks
    Account Dir.: Zak Cochran
    Sr. Account Manager: Nate Wachter    
    Account Manager: Alex Kotz

    Agency Production: Fixer Partners, New York
    Exec Producer: Brad Powell

    Production Co/VFX.: Framestore, New York
    Dir./ECD: Murray Butler
    DP: Eric Treml
    Exec Producer (live): Jennifer Siegel            
    Exec Producer (VFX): Dez Macleod-Veilleux
    Head of Production (live): Anne Vega
    Senior Producer (VFX): Nick Fraser
    Producer (live): Gabrielle Yuro
    3D Leads: Greg White, Shayne Ryan
    2D Leads: Matt Pascuzzi, Corrina Wilson

    Editorial: Cut+Run, New York
    Editor: Grover
    Assistant Editor: Chris Hilk            
    Managing Dir.: Lauren Hertzberg                       
    Head of Production: Ellese Jobin 

    Sound: New Math, New York
    Exec Producer: Kala Sherman
    Producer: B Munoz
    Composers: Samuel Skarstad (“Control Room”), Jared Hunter (“Heist”), David Wittman (“Lumberyard”)

    ScreenWork Categories:Commercial



    The Undeniable Voice of Art

    Tuesday, October 29, 2024
    The Undeniable Voice of Art

    Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More

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