Groundworks needed to raise the brand awareness of their regional brands and generate many hundreds of thousands of new leads.

After many rounds one phrase became the anthem for this campaign, PUT WATER BACK IN ITS PLACE. It was tough and empowering but we had to make it fit with the creative strategy to empathize, inform and engage.

We begin with the “horror” that homeowners feel when they realize a small issue indicates a bigger problem. The tone is like a thriller and builds tension before taking a hard left turn. The home expert is introduced and relieves the homeowner’s tension by recognizing their feelings in a calm, collected way. He then does a concise piece of education and lets the homeowner know they can take care of it. Finally, we developed combination mnemonic/tgline for the entire campaign that utilized the sounds of a worker getting ready to take on the job in a heroic way to build excitement as we finish with the tagline and a simple, direct call to action.