CLIENT
James Hardie Australia
1. Adele Gordon - Head of Customer Marketering
2. Carlie Roberts - Marketing Manger
AGENCY
1. Ryan O’Connell - Chief Strategy Officer
2. Magdalena Tomislav - Strategy Director
3. Taylor Feely - Senior Account Director
4. Chris Little - Group Creative Director
5. Seyda Yilmaz - Art Director
6. Ava Frawley - Copywriter
Mindshare Sydney
1. Wayne Jarvis - Client Lead
2. Oliver Hallstrom - Head of Integrated Partnerships
SUMMARY
For 30 years James Hardie attempted to disrupt the residential building and construction sector with ‘fibre cement’, an alternative product to traditional brick materials. All to no avail. It was only after we broke the unspoken rules of the category itself that we achieved our original purpose. Transforming a B2B brand that formerly addressed a male dominated builder audience, into a B2C brand that empowers female homeowners - the true visionaries and decision-drivers when it comes to building a home.
