BOSTON Allen & Gerritsen has unveiled its first campaign for Azek Trimboards since winning the business in a review last year.
The work introduces the tagline "Once you look, it's all you'll see." The executions show stylish homes that are transparent, except for the Azek trim.
The goal of the print-based campaign, according to A&G president Andrew Graff, is to underscore the importance of exterior trim to the architecture and building trade and help overcome their reluctance to replace a known entity, wood, with Azek's products, which approximate the look and feel of premium lumber without its limitations.
"Each completed job becomes their resume for the next job," Graff said. "Anything that enhances the aesthetics of the current projects, not to mention homeowner satisfaction, is something they want to know about.
The effort will run in both trade and consumer magazines, including Coastal Living and House Beautiful. The client in Moosic, Pa., is expected to spend about $5 million on ads this year.
A&G in Watertown, Mass., prevailed in the final round of a review over Ten United in Columbus, Ohio, and Young & Laramore in Indianapolis. There was no incumbent on the account [Adweek Online, Aug. 16].