Five-Star Thinking for Five-Star Backyards 

YellaWood is an industry-leading lumber brand. Yes, lumber. We understood that growing their business required making an emotional connection between YellaWood as a commodity brand and its B2B and B2C audiences.

This challenge required pushing contractors to trust YellaWood while pulling consumers toward seeking out the brand’s products. We knew the answer had to be unique, memorable, and ownable. 

We established a category leadership position by linking YellaWood with the construction of “Five-Star Backyards” where consumers love to spend time. This positioning allows YellaWood to take a single marketing approach with both target audiences by focusing the messaging around nature’s master builder, the brilliant beaver.

The campaign features a memorable ragtag team of bucktoothed bandits pursuing their own Five-Star Backyard and risking it all to get their paws on YellaWood lumber.