Ogilvy has announced that it has won the account for James Hardie, a top producer and marketer of fiber cement building solutions. With that announcement comes the release of the first creative.
Ogilvy won the account earlier this year, with a remit for creative, advertising, programmatic digital, social media, public relations, influencer and dynamic media partnerships.
The creative has taken shape with a campaign, “It’s Possible,” aimed to pivot James Hardie from a trade-focused mentality to a consumer-driven, women-targeted advertising strategy, just as home renovations and remodels are in high demand across the country.
“The launch of this campaign marks our brand extension into a consumer-focused brand that inspires homeowners to achieve their dream exterior with endless design possibilities,” said Dr. Jack Truong, CEO of James Hardie, in a statement.
“As companies look to grow in the next normal, they have to look for ways to challenge the status quo and push new boundaries to meet consumers’ unmet needs,” said Andy Main, global CEO of Ogilvy, in a statement. “As a trusted industry leader, James Hardie is doing just that by innovating in its sector by engaging directly with consumers, unlocking endless design possibilities for the home. We are thrilled to be using Ogilvy’s borderless creativity to help James Hardie show homeowners what is possible.”
Truong added in the statement that it was important to partner with a top global advertising company to help it become a consumer-focused brand. “[The Ogilvy team has] engaged closely with myself and the global James Hardie team to create what we believe is an exceptional campaign that will enable the homeowner to see the endless possibilities to create the home of their dreams.”
The ads will start airing today in major metro markets across the United States.