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.
