Featured Work
Dupont
DuPont's Tyvek is the leading brand of insulating paper used in home construction. (You've probably passed by a home under construction wrapped in Tyvek paper). Tyvek had been running highly technical ads in trade publications, but had not gotten the attention and brand recognition they wanted.
This campaign represented a major departure in direction. It left behind the technical points of Tyvek's features and instead focused on the more emotional and universal benefits of building a home. It was an approach that hit home with consumers—confirmed overwhelmingly by focus groups across the country.
