Dailey & Associates Helps Weyerhaeuser Change the Way People See Trees

Business Wire, July 9, 2007

Agency Supports Strategic Direction of Forest Products Leader With Development of "Growing Ideas" Campaign and Web Site

LOS ANGELES -- What do you think a tree can be? This is the question posed by the new advertising campaign created by Dailey for Weyerhaeuser Company. Weyerhaeuser, one of the world's largest forest products companies, wants to show people that trees have unlimited potential and can be anything from a treatment for cancer to alternative fuels.

The campaign is part of a new positioning for the company that will highlight how Weyerhaeuser uses their expertise with trees to solve problems for people and the planet. Dailey created executions that show thought bubbles in a forest being "harvested," and to be made into important products people need and use. "The tagline 'growing ideas' and the use of thought bubbles to represent how Weyerhaeuser views trees is a great way to telegraph what the company does every day," says Steve Rabosky, President and Chief Creative Officer at Dailey.

Messages within the campaign highlight innovations in packaging and building materials, as well as more unexpected uses for trees such as clothing, food, biodegradable plastic and emergency housing. Executions include two television commercials, several print ads and a web site: GrowingIdeas.com. The television is currently airing on network cable and the print appears in national news publications.

GrowingIdeas.com, developed by Dailey's interactive group, is an informative, interactive site that features the employees behind the ideas and provides detail on the amazing things Weyerhaeuser can do with trees.

"The campaign shows our stakeholders that we are leaders when it comes to applying technology and innovation to trees, and how we use that expertise to make superior products in a sustainable way," says Charlie Gadzik, Weyerhaeuser Advertising Manager.

The advertising is a product of brand work initiated by Weyerhaeuser in Summer 2006 that resulted in a new positioning, vision and brand look and feel. The company engaged Hornall Anderson Design Works for the brand strategy and positioning, and Dailey contributed to the positioning work and developed an advertising strategy that yielded the new campaign.

The ads were shot on location in New Zealand at a Weyerhaeuser managed forest. Director Steve Ayson of the Sweet Shop shot and edited the television commercials and Animal Logic developed the special effects. Photographer Andric shot the print ads in both New Zealand and the U.S.A.

Client: Weyerhaeuser
Agency: Dailey & Associates
Chief Creative Officer: Steve Rabosky
CD/Art Director: Mark Rouse/Bryan Carroll
CD/Copywriter: Bill Waldner/Aroon Mukhey
Agency Executive Producer: Joe Stanley
Agency Producer: Tony Osiecki
SVP, Management Supervisor: Jean Grabow
EVP, Managing Director: Tom Lehr
VP, Account Supervisor: Rebecca Arnal
Production Company: The Sweet Shop
Director: Steve Ayson
Director of Photography: David Gribble
Producer: Claire Kelly
Editorial Company: The Sweet Shop
Editor: Jack Hutchings
Telecine: Digital Post
Special Effects: Animal Logic

About Dailey & Associates

Dailey & Associates in Los Angeles is a full-service advertising agency providing strategic development, creative, media and interactive services to clients. Founded in 1968, the agency has long standing relationships with clients and a history of developing great brands.