TuffWrap® Installations

PROTECTION—LIKE A NINJA

The Creative Brief

TuffWrap®, an innovative dust and debris containment company, provides interior protection solutions to a variety of industries undergoing construction projects across the county. Their patented products and on-staff installers create a unique offering in the market. TuffWrap® reached out to Creative Mellen to develop a campaign that would create some buzz around a generalized market regarding interior protection.

The Strategy

When Tuffwrap® asked us to develop a fun approach, we focused on what customers need most during construction projects or repairs—protection. And with TuffWrap’s products being so well designed and installed that they are unobtrusive, we began to think of characters that might fit this persona. Our ninja approach was then developed: “Protecting you from all sides—like a Ninja.” This approach allowed us to highlight TuffWrap’s stealthy protection and feature all their products.

Since the campaign needed to be used in trade magazines, online, and at various trade shows, we developed engaging ninja imagery. Trade magazine advertising is notorious for product-heavy imagery. With our menacing ninja imagery, we created an ad that made readers stop. For online and trade show swag, we extended the message with a fun, interactive ninja character that pulled a TuffWrap banner subtly showing their product. The campaign created enough buzz that it strongly stood out in the market.