The Smartstrand Challenge
Integrated Campaign
Mohawk Industries introduced a revolutionary carpet called Smartstrand, featuring built-in stain-resistant fibers no other carpet manufacturer could match. The Big Idea: The Mohawk Zoo Challenge. The Insight: If Smartstrand carpet can stand up to zoo wildlife, it can stand up to your home life. The Execution: For three weeks, we let the messiest animals in the world live on Mohawk carpet. Not one dollar was spent on traditional media. The Results: Our client was rewarded with unprecedented sales. They were back-ordered for six months. We made the shortlist at Cannes Lions for one of the Top 10 integrated campaigns in the world.
