Trus Joist won big at the Marketing NW Awards, an annual program honoring marketers in the Puget Sound region for stellar consumer and B2B marketing, advertising, PR, and social media campaigns.
In the Print Advertising Campaign category, C Squared captured the grand prize Big “M” award for the “Let’s Talk” Trus Joist brand ad campaign. The series of three ads broke through the commodity mindset to help client Weyerhaeuser communicate the value of the Trus Joist brand on a personal level. Unusual visuals—high-end seating in an open-framed jobsite—drew attention to the ad, while wry headlines highlighted challenges that builders can relate to (“Let’s talk kitchen walls. And dimensional stability. And that bottle of antacid in your toolbox.”) Supporting copy addresses how the reps solve problems, closing with an invitation to “sit down and talk—and build your business together.” Because in a commodity industry, it’s not about the manufacturer’s products, it’s about helping the customer solve their problems.

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