Exotic hardwood maker BR-111 is set to launch "Off the Floor," a new national print and web advertising campaign which showcases the company's exotic hardwood flooring in a unique and whimsical light. All three ads in the campaign feature settings where all the furniture, plants and light fixtures in the room are suspended in the air to keep the view of the flooring unobstructed.
Ricardo Moraes, president of BR-111, said Atlanta-based advertising agency STEELE+ arrived at the concept after speaking to consumers about BR-111 flooring. “While conducting research for our new advertising campaign, we heard from numerous proud BR-111 consumers who told us that their flooring was so exquisite and eye-catching that they didn’t want to cover it up,” Moraes said. “We took that notion to the extreme and created vignettes showing homeowners displaying their flooring as a work of art.”
The campaign features three BR-111 products. The "Cocktail Party" ad showcases Angico hardwood, a new exotic look offering reddish-brown hues and brunette striped grain patterns. An ad featuring the theme of "Newlywed" offers a look at the company's Antiquity Hand-Scraped Malbec Walnut. "Picnic," the final ad in the campaign, includes a shot of BR-111's Fazenda Brazilian Walnut. In all three ads, people are seen taking pains to ensure nothing touches the floor.
The campaign will run in a range of national consumer, flooring and remodeling trade publications including Architectural Digest, vogue Living, Dwell, Southern Living, Saveur and Food & Wine. Additionally, the campaign will appear in Google sponsorships and online advertising. The company said it expects to generate more than 75 million impressions through the end of the year with the campaign.
