• RLK-Ad-2
  • NK_DIRTAD_1
  • NK_DIRTAD_7
  • NK_DIRTAD_2
  • RLK-Ad-1
  • NK_DIRTAD_4
  • NK_DIRTAD_8
  • RLK_6
  • NK_DIRTAD_6
  • NK_DIRTAD_5
  • NK_DIRTAD_3

An engineering firm serving land developers, RLK, had limited marketing resources so they needed to hyper target the audience segment where they could make the biggest impact: landowners sitting on an undeveloped property as a result of red tape.

So, what were these landowners to do with their abandoned lots? The answer was written in the dirt.

The vehicle to grab eyeballs was a message-driven ad campaign that featured headlines with individual letterforms made from actual dirt—and then photographed.

 

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