“Don’t worry, the ZipDee is OK”
“We need an RV to match our ZipDees”
“Hold It! The ZipDee is still on.”
Body copy, same on all:
Superior metals, fabrics and craftsmanship make ZipDee the strongest, longest lasting awnings available. To learn more, call 800.338.2378 or visit zipdeeinc.com.
Here’s the agency’s most recent work. I think it’s pretty decent (that’s why I’m showing it here). These three print ads are for ZipDee Awnings, a small RV awning company that has been quietly making top-notch aftermarket and OEM pieces for a variety of RVs. They are the only awnings you can get on Airstream trailers. I’ve been to the factory, and compared them to other awnings, and they really are spectacular. The have this closed D-channel aluminum tubing that’s a lot stiffer than the C-channel used by their competitors, and they’ve been known to withstand incredible conditions. Unfortunately, their brand had died-off over the past decade, as a previous owner ran the company into the ground. Many people believed that ZipDee had gone out of business. These ads are part of their reintroduction to the marketplace. We hope to have an opportunity to re-do their website soon.
We came up with this concept after hearing some pretty outlandish stories about people and their awnings. It struck us as somewhat strange that people actually had “RV Awning Stories” … but they did! These ideas are somewhat overblown versions of the stories we heard.
You can’t tell here, but the color panel on the bottom of each ad is a bit of their signature Sunbrella fabric and their actual embroidered logo. I think it’s a nice touch.
The creative/art direction is by my main man Jim Gasper, and the copywriting was by Greg Beers, who has since moved on from Meyers + Partners. And this is the first project I can truly say that I managed all by my lonesome, from initial interviews to research to the brief to concepts to approvals to media. Fun stuff.
And over at my homepage, I updated my “Work” page. Go here to see what I’ve been up to: http://exitcreative.net/work.html.
Comments
I do believe that your grandmother has awning stories…….
I like reading the background on this project. Nice job. I assume that since you are posting this, the client likes it too.
Thanks, ma.
Yeah, I’m sure she does. But she doesn’t have a ZipDee. I checked.
The client definitely likes it!
I really like the first one. I hardly see the ad of this product category but it’s the good one.
Thanks, Oakie. Appreciate the love. This is really my first project at M+ that I’ve really been proud of (not that the other ones weren’t difficult or interesting, but the results here are great from a creative and a marketing perspective).
Yeah, it’s a pretty small, obscure category. But even a brief look on Google shows that people are pretty interested in these awnings. It’s a shame, though… if you go to their site (http://www.zipdeeinc.com), it’s really quite poor. We’re trying to build a site for them that will allow for the community of RVers (pretty strong online users) to interact and share information and stories. Results there: TBD.