AdWeek Names BRUNNER Chief Creative Officer to Exclusive List
Agency’s Rob Schapiro identified as one of “15 Chief Creative Officers Who Are Inspiring the Advertising of Tomorrow”.
Pittsburgh, PA (June 20, 2017) – After creating 84 Lumber’s “The Journey”, AdWeek’s #1 Super Bowl LI ad, BRUNNER’s Chief Creative Officer Rob Schapiro was recently recognized in AdWeek’s “15 Chief Creative Officers Who Are Inspiring the Advertising of Tomorrow”.
The award-winning 84 Lumber commercial wasn’t his first Super Bowl, having previously worked on a Super Bowl ad during his time with the Martin Agency starring Jackie Chan and Michael Jordan for Hanes.
“84 Lumber is expanding and they wanted their name to be known across the country. It was also important for them to showcase what they stand for: that they’re a company of opportunity in a land of opportunity. The serious nature of the subject required us to be as authentic as possible in the telling of this story. Ultimately we wanted to put a human face on the struggle people go through to pursue their dreams. We could not have pulled it off without our strong partnership with 84 Lumber.”
The commercial has already won more than its share of international accolades having been honored at the One Show in New York and D&AD in London, two of the most prestigious awards in the advertising industry. But because of its timeliness and controversial subject matter, it has also sparked passionate discussions in classrooms, newsrooms and living rooms across the country and beyond.
The ability for a brand to connect on a deeper, more relevant level is something Schapiro cites as critical to the future of advertising: “With new technology and new platforms to help us reach consumers we now have a lot of arrows in our quiver to connect with our target.”
Schapiro is always encouraging work that is fresh and new. “People respond to what they haven’t seen before. That’s what excites me the most.”
Schapiro joined BRUNNER just over five years ago after a 15-year tenure at Martin Agency and six years with The Richards Group. A milestone in his career, “The Journey” not only pushed the limits of storytelling in advertising, it made people stop and think. And talk.
BRUNNER operates at the confluence of Creativity, Data Science, and Technology. This means we understand the performance and business impact of our work across channels and media, while using an analytical approach to uncover innovative, creative insights that inform our creative process.