Scruffs - Porn as product demo

Alexander Robinson

This campaign for Birchwood Products launched Scruffs, a new range of safety boots and work wear to young tradesmen aged 18-25.
Agency: Cheetham Bell JWTAuthor: Alexander Robinson

Scruffs – Porn as product demo

Alexander Robinson

How do you connect with a disinterested audience of young builders, plumbers, plasterers, joiners and electricians? The surprising answer was, of course, to exploit their penchant for porn.

INTRODUCTION

What you are about to read is a first. For some it may be a bit too much of a first, but for the client and the agency involved it demonstrates a great example of connecting a brand with its target audience.

THE FOREMAN

Birchwood Products Limited already had a reputation within the construction...

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