MINNEAPOLIS, MN, October 30, 2017 – How does a 140-year-old established plumbing fixtures brand demonstrate its commitment to leading innovation? Borrowing from the geek-tech associations of Silicon Valley, American Standard’s new campaign portrays the company in the innovative world of “Porcelain Valley.” In a multimillion-dollar, multi-channel effort breaking November 1, Porcelain Valley serves as the backdrop and breeding ground for all of American Standard’s new technologies and life-changing products. A cast of nerdy product engineers designing and attempting to create revolutionary plumbing innovations is featured in a laboratory-like work environment.
In addition to films/spots introducing the Porcelain Valley platform, there are product-specific executions detailing advancements like a self-cleaning toilet and remote touch shower. Additionally, the campaign includes an unveiling film featuring the head of Porcelain Valley (a send-up of the way computer/phone companies use their leaders to announce new products). Here’s a link to the work: http://www.solve-ideas.com/american-standard-porcelain-valley-campaign/.
The campaign consists of television, social, digital, print and in-store content. Media programming includes sports (ESPN, NCAA Football) and home/shelter (This Old House, Real Simple).
Solve, an independent Minneapolis-based branding and advertising agency, was founded in late 2011 by four agency leaders and longtime colleagues. The agency has twice been recognized by AdAge as a “Small Agency Of The Year.” Solve was also named one of North America’s Top 15 most effective independent agencies by PSFK and one of America’s Top 5 small digital agencies by iMedia. The company’s silo-less, client-first model gives marketers a refreshing alternative to traditional agency structures and priorities. Current clients include Founders Brewing Company, True Value, Porsche, American Standard, LeMond Cycling, Président and Galbani Cheese, Shopko Stores and The V Foundation for Cancer Research. For more information visit www.solve-ideas.com.