A FLOOR THAT DOESN'T JUDGE.
NO MATTER WHAT.
Role: Visual + Concept Lead
Floors were given a voice in this campaign about embracing life with all its hiccups and imperfections.
Pergo has the durability to never show evidence of all the crazy things you do, from giant cake tower disasters to drone misadventures. No matter what your life has in store, one thing’s for certain: Pergo never judges. To make this campaign possible, I partnered with a copywriter to brainstorm on different scenarios for pre-roll videos from which the campaign is centered around. We built other deliverables, from social to print, around those videos. With the help of a creative director and the client’s feedback, we were able to make a campaign that was bright, beautiful, and playful.
The goals of the campaign:
Highlight the floor’s durability in a relatable way
Connect to the target audience (young parents, new homeowners, and DIYers)
Create something visually fun and outstanding in the flooring aisle
Pre-Roll Ads
These were pre-roll ads played before Youtube videos. We also cut and cropped shorter videos that lived on social.
Facebook Canvas
I featured all of the videos in an immersive app experience through Facebook Canvas. The bottom of the Canvas features a sticky CTA leading to the landing page.
Facebook Carousel
Sample Box Insert
My copy partner and I created a printed insert that came with floor sample orders. This was a letter from the floor itself addressed to its future new owner. The copy assures them that Pergo never judges.
Creative Considerations
The spirit of this campaign is in its playful nature. It doesn’t take itself too seriously, because new floors can and should bring smiles from the time of installation to when you’re living your messy, not-too-serious life on them.