For generations, Baldwin has exemplified luxury and prestige. From making the gift of choice in the Eisenhower White House to creating a one-of-a-kind, never-to-be-duplicated-again design for Jacqueline Kennedy, Baldwin has set the standard for all others to follow.
Now the Baldwin brand is receiving an introduction via SCS to the next generation. While Baldwin hardware is trusted as an amazing brand with a strong heritage of premium design and quality, luxury homeowners and designers think of them in a more “traditional old money” luxury space.
With new challengers reaching new generations of luxury hardware buyers, it’s time for Baldwin to expand their customer base by updating their brand relevance for a whole new audience that has an entirely different take on what “luxury” means.
In a strategic shift, SCS built a dedicated new strategy focused on a brand sell campaign aimed at the HENRYs… the “High Earners, Not Rich Yet” set—the future of wealth in America. An audience that looks at luxury differently, HENRYs aren’t buying for status, heritage or badge value alone. They want relevant connections with the brand, along with timeless, contemporary design.
Taking inspiration from other luxury brands that have focused their attention on HENRYs for years, the SCS creative team built the Baldwin Obsession campaign, a contemporary and visually stunning creative approach that left no doubt there was a new Baldwin brand in the market redefining the look and feel of luxury door hardware.
The Baldwin Obsession campaign not only targets luxury homeowners, but also designers and premium hardware showrooms, where many recommendations come from. “This is not a shift or approach we take lightly,” said Matt Zimmer, Vice President Marketing – Security Hardware at Spectrum Brands. “We’re making a number of strategic moves to ensure the future of the Baldwin brand, and shifting our tone is important for us to show the industry—as much as the audience—a new face and new passion for Baldwin as a brand.”
The campaign launches on April 27 with a :60 second spot as well as a :30 and a suite of :15 second spots, plus :06’s that will reach across broadcast television, CTV, paid and native social content. The launch campaign will be monitored for consumer insights and in-market performance through SCS’s proprietary Marketing Intelligence Platform in order to inform and optimize the campaigns creative and media that will continue to roll out throughout 2022.
To ensure that the 5 spot package looked and felt like nothing else in the market, the SCS team created an internationally diverse production team that included partners from Poland, Spain, and Colombia, and shot on location in and around Bogota.
“Tapping into the global market for production efficiencies is not a new idea, and it’s an approach we’ve leveraged for a long time,” said John Zegowitz, SCS Chief Creative Officer. “But the added benefit of leveraging a diverse team of creative influences, craftsmen, locations and talent helped us craft work that is truly distinctive.”
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Art Directors Club of Europe Announces Finalists For ADCE Awards 2024
The Art Directors Club of Europe (ADCE)ย has announced theย finalistsย for theย 33rd ADCE Awards, highlighting top creative talent from 22 countries. Anย international juryย gathered in Barcelona on October 29th and 30th to evaluate the best work of this year in European design and advertising, ultimately selecting the 2024 finalists entries. Winners of the Gold Awards, along with Special Awards and the Grand Prix, will be unveiled at the ADCE Awards Gala Ceremony on November 22nd during theย ADCE Festival, while Silver, Bronze, and Shortlisted entries will be published immediately following the Gala on theย ADCE website. A total of 370 entries across 22 European countries have been selected asย finalists. Final distinctions will include Gold, Silver, and Bronze winners, as well as special recognitions like the following:
- European Starย โ honouring projects that reflect core European values such as democracy, freedom, justice, and peace.
- Genius Lociย โ celebrating work that captures the spirit of specific places within Europeโs cultural heritage.
- Green Starย โ recognizing projects that advance the circular economy, sustainability, or environmental protection.
- Equal Starย โ rewarding creativity that challenges discrimination and stereotypes,... Read More