Each week, The Examiner showcases an advertising campaign by a local company.
Client: Shea Homes of Northern California
Job: To draw attention to the Shea Homes brand and its history of quality and caring; selling new Shea Homes in Livermore, Oakley, Mountain View, Brentwood, Benicia and Tracy.
Agency: Gauger + Associates
Principal: David Gauger
Other Clients: San-J International, Wallaby Yogurt, Sunlight Electric and The Hain Celestial Group.
Creative team: David Gauger, principal and creative director; Rob Keil, associate creative director; Carol Muth, senior copywriter. Most radio and television voices are other people from the agency, which was a lot of fun.
The plan: The campaign is running throughout the Bay Area on radio and TV as well as billboards, direct mail and print. The campaign draws attention to the quality of a Shea Home because people move from other parts of the country just to own a Shea Home in the Bay Area. The campaign is humorous and uses four vignettes with igloo dwellers, people in the Ozarks, lighthouse attendants and an old hippie couple living in a decrepit bus somewhere near Mendocino.
The theme: People Travel from Miles Around
The concept: To turn the idea of buying a home on its head by introducing homeowners to the idea that they should look for a Shea Home because of its high quality and caring before they consider location or price. It stresses the brand’s significance and employs examples of people who move from miles around to live in a Shea Home.
Position: Principal and creative director
Education/Background: Taught graphic design and advanced visual communications at San Jose State University, advertising in the graduate program at the Academy of Art University, and green and social marketing in the MBA program at New College of California. B.A., San Jose State University.
Working on next: Developing creative for a multimedia campaign for Wallaby Yogurt and working on a marketing campaign — including architect tours and education about sustainable building — for Florence Loft’s green live/work community in Sebastopol.