The Genuine Simpson Strong-Tie Connector campaign had several audiences including Specifiers, National Builders, Distributers, Dealers and Contractor / End Users. The Dealers are critical to getting products into the contractors hands and onto the jobsite. I wanted to show something familiar to the Dealers, and where they do most of their business - The Counter.
The campaign was in it's second quarter of use, and the Genuine Graphic had started to take root. Dealers love to use graphic counter-mats to highlight brands and products they distribute, so contextually it made sense to repeat our imagery right in the middle of the transaction.
There was no shortage of great quotes from our brand supporters and this was selected to reflect the intention of the campaign.