The opportunity - With the building industry showing unprecedented growth, James Hardie was keen to keep their range of design-led fibre cement claddings top of mind for 40-somethings looking to re-clad, renovate or build brand new. Our challenge was making James Hardie the tall poppy in a traditionally dull, masculine category full of confusing terminology and boring building jargon.
The strategy - When your home looks good, you feel great. So James Hardie isn't just providing top-quality cladding, it's genuinely improving lives too. We needed to get this insight across in a simple, positive and aspirational slice of life with broad appeal.
The creative - A quick look through the category advertising showed us that a creative step sideways was needed to achieve cut through. Love was the answer and we settled on the story of New Zealanders' love affair with James Hardie cladding through the lens of one particularly enamoured housewife. The resulting TVC had an elegant, emotional hook for customers, supported by digital and press – driving viewers to a web platform where they could start making informed decisions about their cladding.