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Me

Stop the Hassles

Strategy, Advertising, Media, PR, Digital, Experiential, Social
Client
ClarkDietrich
Services
Research, Campaign Strategy & Development, Collateral, Advertising, Print, Digital, Media Planning & Buying, Media Relations, Social Media, Event Support, Email Marketing, Microsite Development

The Challenge

ClarkDietrich is an innovator that pushes the construction industry forward. With literally thousands of products in their portfolio, plus tools and support, their story needed telling in a compelling, forward-thinking way.

The Answer

Tiny hassles are a universal truth. In the construction industry, these little hassles can snowball. Over time, something minuscule builds into something that sucks time, costs profitability and endangers installation. We identified those hassles, and illustrated how monstrous they were. ClarkDietrich offers solutions that help contractors handle—and eliminate—The Hassles. The high-impact visuals lent themselves well to social media, so our PR team leveraged Twitter and Instagram in a strategy that increased the impact of the campaign. The overall approach was a gutsy one that pushed the creative envelope, but also stayed true to the CD brand: always the innovators, finding new ways to solve problems.
The Work

SEAFOAM SOUR

Mission

Raise a glass to planet Earth. It’s one-third land, two-thirds water, most of it sea and ocean—teeming with life, cycling the weather, carrying our ships, calling us to the shore where waves crash, spray and bubble. Delightful is the word, which also happens to capture the spirit of this mocktail. A treat to taste. A vision to behold.

INGREDIENTS

2 oz lemon juice
1 oz honey syrup
1 oz brewed black tea (cooled)
1 oz aquafaba (or 1 egg white)
Lemon peel
Pomegranate juice (optional)

METHOD

Shake all ingredients without ice. Shake again with ice. Strain into a Nick & Nora. Garnish with a single expressed lemon peel or a few bitters-style drops of pomegranate juice on the foam. Dive in with abandon.