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Rapport and the Raft create Graham & Brown campaign


By The Drum Team | Editorial

September 27, 2010 | 4 min read

North West agencies Rapport Creative and the Raft have worked together on a multimedia campaign to promote Graham & Brown's new wallpaper range.

The brief was to show that the Superfresco EASY range is simple to use and to overcome consumer perceptions that wallpapering is too much hard work.

Their response was 30- and 10-second TV ads based around the theme of "little decorators", showing children making light work of the DIY.

Phil Howells, creative director at The Raft, said: “We felt that the best way to demonstrate how easy it is to wallpaper with this product was to show it being used by children.

"This theme will run through the current and future campaigns and we hope our Little Decorators will become iconic, reinforcing Superfresco EASY’s market-leading position.”

You can see a preview of the campaign, which launches on 6 October and also includes five point-of-sale and online films, on the new Superfresco EASY website.

The commercials, which feature the distinct Lancastrian tones of Jane Horrocks, were filmed using Manchester-based crewing facilities and an all north west team.

Even the ad's soundtrack was made in Stockport (by Richard Bodgers at Theme Music).

Producer Andy Porter from Chester-based Rapport said it was important to keep the production local.

He said: "We have worked with Graham & Brown for over 15 years and have a very strong feel for the business. They are an international company but are also very aware of their Blackburn roots – it’s part of what makes them special.

"Reflecting that in the way we approached the commercial was important, both to us, and our collaborators at The Raft - from the pitch onwards. It enabled us to create a great environment for world class creative, and helped keep the costs and carbon footprint down too."

When the TV ad breaks it will point viewers towards a dedicated Superfresco EASY microsite which features an iPhone app download as well as product previews.

Mark Radford, design and marketing director at Graham & Brown, said: "The campaign devised by Rapport and The Raft creates a versatile brand property for us build on both here and internationally - it also reflects the ground-breaking nature of the new Superfresco EASY range.

"We have already had a terrific response from retailers, customers and members of our own team."

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