Weatherboard Transformer battles the elements

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Federation has launched a Transformer-style campaign for new client James Hardie.

James Hardie Linea weatherboard was traditionally marketed to architects, developers and group builders – business-to-business only. The agency saw the opportunity to go to market with a consumer campaign, supported by research that showed us it’s often the homeowner who makes the final decision.

“The campaign needed to communicate an impressive list of product benefits – classic lines, resistance to damage from fire and moisture, low maintenance, sustainably made, environmentally friendly – in an entertaining and visually compelling way,” said Federation director Sharon Henderson, “bearing in mind that it’s not just a rational choice for people building a new home, emotions come into the decision-making process too.

“The solution is a game-changer for the building industry.  Federation’s new integrated campaign for Linea launches with a fantastical TVC idea.”

“The story sees a house transforming during a storm, evolving into a protective robot whose Linea cladding has prepared him to battle the elements, defending the family inside,” says the blurb for the spot. “As the weather rages, the robot triumphs against lightning, howling wind, driving rain and coastal sprays … to the delight of the child who wakes to see it … or did she just dream it all?”



Agency: Federation
Client Company: James Hardie
Brand/Product: Linea Weatherboard
Client/Contact: Justin Burgess, Paul David, Julie Huguet, Marek Koliandr
Strategy: Emma Fern, Sharon Henderson
Account Team: Murray Reid, Courtney Seward, Louise Beuvink
Creative Director: Matt Campbell
Writer: Bibi Bliekendaal
Art Director: Dave Bolton
Agency Producer: Peter Mayo
Production Company: Waxeye
Waxeye Producer: Tony Leslie
Director: Paul James
Animation/VFX: Paul James, Kelsey Jones, Vlad Vasin, Dan Taylor, Will Brand
Voice Over: Ben Baker
Soundtrack and SFX: Big Pop Studios
Music/Orchestra: Big Pop Studios, Paul Harrop and the Aotea Youth Symphony
Typography: Dave Bolton, Duncan Wilson
Media: MBM 

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