Stuart Dornfield

“Keylime” :60

PROJECT:

I was fortunate to work with the people at Mohawk Industries for nearly four years as both a branding consultant and their creative advertising agency. During that time, I helped introduce the biggest consumer print campaign in the company's 120-year history; launched new product lines in laminate flooring; and helped them introduce a new retrofit retail concept called Floorscapes to flooring retailers around the country. Part of the Floorscapes marketing program required offering these retailers a package of newspaper slicks and radio spots that would differentiate the Floorscapes concept, help build brand consideration among women, and drive store traffic. Here’s one of those radio spots.