Projects
Got a pro surfer to literally surf a Pella window to demonstrate its strength no matter what the climate or conditions.
Pella
The Insight: Most people have not heard of Pella, the city, or the window. When it comes to major window brands in the US, unless you’re someone in the construction/architecture/interior industry, you don’t know the difference between Pella, Marvin, and Andersen.
The Strategy: Reach the everyday bi-coastal tastemaker crowd (the customers themselves, not contractors) who are plugged into culture and share aspirational elements of their lives online. Create something shareworthy while bringing home Pella's differentiation: its ability to endure the harshest conditions and shield the home from all of that.
The Creative: To really break through the clutter, we got a pro surfer, Jamie O'Brien (aka 'JOB') to do the job of surfing a Pella window, and do it on his viral YouTube channel known for the craziest surf stunts.
Since the stunt, Pella has consistently scored as the top option for durability & energy efficiency, coupled with modernity (modern brand, modern designs) across all three options: wood, fiberglass, and vinyl.