Create and execute multiple campaigns for a storied brand that engage a community and a superstar athlete.
Opportunity
As a well known brand in the Seattle region, Beacon Plumbing believes they’re more than a service company. Their brand awareness campaigns are plastered on every billboard, heard on every radio station and seen on TV. Their partnership with all-pro football player Bobby Wagner is more than an endorsement, it’s a commitment to the community. How does a plumbing company tell you what they do but also display the way they give back to their community?
Quality of Service
Solution
We partnered with Beacon Plumbing, based out of the greater Seattle, WA area and wrote, directed and produced their TV campaigns featuring All-Pro Seattle Seahawk football player, Bobby Wagner. The first campaign was focused around brand awareness lead by Bobby’s celebrity and command on camera. Working directly with Beacon Plumbing’s agency and the Beacon team locally, we delivered images that worked in-line with their billboards, videos that will air on TV and in-stadium. The TV campaign was said to be “the best spots we’ve ever had!” by the agency and owner of Beacon Plumbing.
Beacon and the Community
Solution
The second campaign highlighted the investment into the community. We conceptualized and produced a visceral TV commercial where Bobby Wagner was seen walking towards and through a local private school that the children and grandchildren of Beacon Plumbing’s owner attended. Bobby surprised the children by appearing at the school and walked with nearly 200 students through the streets to the newly built wing of St. George that was donated by Beacon Plumbing and Bobby Wagner.
“The best TV spots we’ve ever had.”
– Bill Cahill, Owner of Beacon Plumbing
The Motivational Speech
Solution
The third campaign, we asked ourselves, what would it be like if Bobby Wagner provided a motivational speech to the Beacon staff? This kind of opportunity will be successful only if our lead is given his freedom to be himself. Bobby engaged with the staff, was playful with the technicians and provided a variety of deliveries for the end product. A leader on and off the field and a motivational pick me up from the best linebacker in football is not a bad way to start the work day!
Memory Lane
Solution
The fourth commercial was an ode to Beacon’s partnership with Bobby as a face of the company. We took a trip down memory lane weaving unforgettable images from previous campaigns as Bobby narrated an aspirational script. A campaign like this is not typically executed by a Plumbing company, but the rich history, impact on the community and the celebrity endorsement has created a perfect storm of success for all parties involved.
Process
We told this story by working with the company’s owner and identifying immediate and long-term goals the videos must deliver on. We arranged multiple shoots with crews of 15-20 members that covered multi-camera operators, drone operations, lighting teams, hair and makeup, production designers, photographers, multimedia services and more. The four campaigns created a variety of logistical challenges from choreographing truck placements with nearly 30 service technicians, surprising hundreds of children at a private school and safely walking through the streets of Seattle capturing students with multiple cameras on the ground and in the air and more.
