My role
- Creative development
- Creative platform
- Campaign development
- Creative direction
- Multidisciplinary team leadership
Millboard didn’t need to win the composite market. It needed to escape it.
Millboard was a composite decking brand built around the look and feel of real timber, but its category represented only around 3% of the wider decking market.
Research revealed a much bigger opportunity. Rather than compete within the category, Millboard needed to take on timber itself.
When the product is this convincing, the creative should be too.
Millboard is moulded and hand-painted from real timber, making it almost impossible to distinguish from the real thing.
That simple truth became the foundation of the campaign.
‘Can’t see the wood for the Millboard’ reworked a familiar phrase to reinforce the product’s biggest advantage.
A simple idea that worked wherever it appeared.
Many competitors focused on features and technical claims.
We focused on intrigue.
By blurring the line between timber and Millboard, the campaign encouraged people to stop, question what they were seeing and look again.
Because it was rooted in a genuine product truth, the idea translated naturally across every touchpoint, from press and social to direct mail and digital.
Turning intrigue into action.
The campaign didn’t stop at getting people to look. It gave them a simple way to experience the product for themselves.
The digital experience carried the idea through to sample selection, making it easy to explore the range, choose finishes and order samples.
What started on screen ended with the product in their hands.
55%
Web traffic increase
81%
Sample request increase
1:37
Marketing ROI
