West Fraser
West Fraser thanks America’s framers during a difficult moment in their sector.
Norbord
About the company
West Fraser (formerly Norbord) is the largest producer of wood construction materials in the world. It is publicly traded on the TSX and NYSE. West Fraser has traditionally kept a low profile in its industry. Until all this.
Norbord
Project Objectives
The US homebuilding industry has suffered a chronic shortage of framing carpenters for years. This hurts contractors, building supply companies and the US economy by stalling housing starts, despite strong demand. After a successful inaugural #THANKAFRAMER video campaign in 2017 (see video above), which praised the hardworking American framing carpenter, West Fraser wanted to focus its 2018 campaign on the homebuilding industry. The objective was to show builders and the building supplies sector that West Fraser is committed to helping recruit new framers into the industry. It has invested over US$1m into framer training programs, prompting others in its industry to get involved.
Microsite: www.thankaframer.com/
Norbord
Content delivered
Video concept script, website and print ads. The video script presents the problem, a framer shortage, then conveys that Norbord has true skin in the game. The next year we produced the #BECOMEAFRAMER campaign, an invitation to young Americans to help solve this problem, and start a great career by signing up for training. The website echoed these points, with easy-reading text that shouted out opportunity and aspirations. The print ads, primarily targeting the industry, explained Norbord’s reason for taking its stance, making it clear that it is serious about helping builders and their suppliers overcome this labour crisis.
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