The strategy.

Early 2021GreenBox Heating and Air approached me with a unique challenge: they needed a video campaign that would boost awareness and memorability in the Lexington, Kentucky market.

This project presented many challenges because HVAC is not like other markets. Unlike other markets, people don’t buy based on their wants, as they would with shoes, clothing, or even a car. People usually purchase due to urgency. The trick, then, is memory: when the fateful day comes their HVAC breaks, GreenBox needs to be the first thought to come to mind.

Sticky ideas are built around a few basic principles: simplicity, unexpectedness, concreteness, emotion, and story to name a few. I built the creative for this campaign around two ideas: unexpectedness, and story. I wanted to tell a story of a job gone awry due to hiring the wrong professional - but a very unexpected professional: a professional wrestler. Over-the-top and unexpected - our creative team decided that the Wrestler concept would be the perfect solution to our memory challenge.

Watch the video to see the Facebook sales video we used for GreenBox’s retargeting campaign!