Industrial strength trade advertising for a national transportation hub
In 2012, it was time to create a new ad campaign for Fullen Dock & Warehouse. The previous campaign was still perfectly on-target for Fullen Dock’s brand, value propositions, and audience – so the challenge was to meet the same objectives just as powerfully, but with a new, eye-catching series of trade ads.
Fullen Dock is first and foremost a monumental operation: tugboats, docks, cranes, trucks, huge coils of steel, vast warehouses, towering piles of gravel and stone. All of this comes together to create a single-source supply chain hub connecting river, road, and rail. Each ad in the series needed to convey these superhuman capabilities, while also focusing on a particular aspect of service.
Our solution was to make our messaging as huge as Fullen Dock itself, placing the headlines into the photography, so messaging about the capabilities and the capabilities themselves were a single, eye-popping visual.
To learn more about Fullen Dock & Warehouse, go here.