Midalia Steel is the biggest steel retailer in WA, providing its customers with over 5000 unique steel products.
The company mascot 'Bruce' became 3D in this campaign as he jumped over trucks of steel in an Evel Knievel-style TVC. We used the 'Freestyle Bruce' theme throughout the entire campaign, including Press Advertisements, Brochures and a robust new Website. The website we built contained advanced CMS and Ecommerce capabilities, handling over 5000 steel products.
Midalia Steel stocks the largest range of steel in Western Australia. In 2012, we were tasked with communicating this message in an entertaining and memorable way.
While Midalia Steel has a pretty wide target audience, the rural sector makes up a significant portion of this, and so our TVC had to appeal to them. Bikes and motocross are an intrinsic part of life in the farm so when we came up with a concept that involved them, we knew we were onto something. Keeping the main message front and centre was of course essential, as was getting their lovable mascot 'Bruce' to play the starring role. Once we had these elements in place, it was just a matter of taking the (creative) leap. Literally!