When we met R&F Steel Buildings, they were planning for a national expansion and were initiating that shift from print and word of mouth to digital. In their hometown of Gatton and in the surrounding areas — R&F is a known and trusted name. They came to us to help take that trust they’d built with their local community and expand it. The first step to help R&F out in their plan for nation-wide domination was to find the message in their brand.
Eventually, we realised that we weren’t actually selling sheds. We were selling what’s inside the shed: a parent-child bond, a DIY project, a hobby. We were selling a connection to the families and the communities that these buildings ultimately impact.
To sell this connection, we drew inspiration from R&F customer and pilot, Martin Hone, “The thing about a shed is that, from the outside, they’re pretty much all the same. It’s what’s going on inside of them that makes all the difference.”
We decided we’d position R&F Steel Buildings as the local shed builder — no matter where you go. R&F build more than sheds, they build relationships that build communities. Using emotive production and leveraging authentic customer case studies, we created this brand story. The brand story really sells the quality of R&F products and the reliability they offer their customers.
The focus of this campaign was to structure the process so we could actually produce an array of assets for the brand. So, while we created this overall brand story video — we made sure it was possible for the story to be broken down into smaller more targeted videos for specific videos later on. They now have a formidable library of assets to repurpose for years to come.