NEW YORK Roberts & Tarlow has launched a print campaign for Hunter Douglas blinds and window shades that features portraits of fortysomethings and a child inside their homes.
Four executions, the first of which break this week in magazines such as Elle Decor and Dwell, were shot by fashion and editorial photographer Oberto Gili, who has worked for Polo Ralph Lauren, GQ and Harpers, among others. It's the New York shop's first work since winning the estimated $10 million account in the spring.
One execution shows a bespectacled man reading a newspaper while reclining on a daybed. Behind the bed is a large window overlooking city skyscrapers that's covered with open venetian blinds. Between slats of the blinds are lines of copy that read, "Dapples the sun across his face. Shields the glare off his flat-screen TV. Swivels by remote control at his command."
Another execution depicts a curly-haired girl dressed in white and kneeling on a white floor. She faces away from the camera and toward a tall window covered with translucent shades. Copy across the shades reads, "Raised to greet her mornings. Lowered to darken her naps. Day in, day out since she was born." The tagline is, "Nothing transforms light like Hunter Douglas."
The ads, which will run in two-page spreads, illustrate "what happens to the light when it comes from the outside in," said Stone Roberts, CEO of Roberts & Tarlow, a unit of Omnicom Group's DDB in New York. "It penetrates into the lifestyle of people decorating their homes."
Previous ads, from independent Cossette Post in New York, used the same tag, but focused on vistas seen through Hunter Douglas' blinds and shades. One ad, for example, featured a lake and mountain scene outside of a home. And while a woman appears in the ad, her back is to the camera and she's holding door-size blinds in front of the view.
"It is more of an evolutionary change in terms of the nature of the tagline," said Jim Mathews, vice president of corporate marketing at Hunter Douglas in Upper Saddle River, N.J. "It takes us out of a tagline and into more of a statement: 'Hunter Douglas light can change everything.' "
Roberts & Tarlow landed creative and media planning duties on the account in April. Omnicom's OMD in New York handles media buying.
Agency personnel who worked on the campaign included co-executive creative directors Glen Jacobs and Kathleen Malone and art director Yeweng Wong. Malone also served as copywriter.
The ads will run in more than 20 magazines, most of which are in the home decor category. Next year, Hunter Douglas hopes to add lifestyle and general interest publications to the mix, Mathews said. The company also is considering a "Tell Your Own Story" contest and Internet banner ads for 2007.