The STAINMASTER® brand, with agency SCOUT, develops a digital campaign that humorously highlights the things people do to fight dust and allergens

Thanks to the STAINMASTER® brand, now there's a carpet and cushion system that is designed to reduce dust and allergy-aggravating particle buildup and help homeowners create a clean and comfortable home.

The new STAINMASTER® LiveWell™ carpet system is made with kid and pet safe AllerShield™ technology. The technology helps reduce the bonding of allergen particles to the carpet fibers. So when homeowners vacuum, allergen particles are easily picked up. In fact, it's up to 90 percent more effective** at releasing allergen particles.

"Health and well-being is incredibly important to today's consumers, and we learned people will go to great lengths to create a healthy home environment for their family," said Bob Costanza, SCOUT co-founder and chief creative officer. "The STAINMASTER® brand stepped up to help address this consumer need, then we used those insights to inform the creative strategy for "The Lengths We'll Go."

"SCOUT captured the key insights for STAINMASTER® LiveWell™ carpet and found the perfect balance between humor and realism to bring our story to life," said Jackson Pettit, Brand Manager, STAINMASTER® Brand. "The vignettes in the spot, however exaggerated, are ultimately tied to real things people do."

"Those of us with allergies know that there's no length we won't go to try and fight them," said Betsy Morrison, SCOUT creative director. "We've portrayed this allergen fighting battle as a vibrant and playful dance, creating engagement through comedic scenarios that are real and relatable to both allergy sufferers and sympathizers. The tension is further compounded in the opening vignettes through music, production design, and cinematography, reaching its climax with the introduction of STAINMASTER® LiveWell™ carpet system, 'a beautiful way to fight allergens.'"

At the core of the national campaign is a 30-second video and supporting assets that are being presented across numerous digital platforms.

View "The Lengths We'll Go" on YouTube.

CREDITS
Client: STAINMASTER^®
Agency: SCOUT Atlanta
Campaign: The Lengths We'll Go

Personnel
SCOUT:
Principal, Chief Creative Officer – Bob Costanza
VP, Creative Director – Travis Sharp
Creative Director – Betsy Morrison
Account Director – Taylor Vivian
Sr. Account Supervisor – Jess Dalati
Account Executive – Kendall Griffy

STAINMASTER^®:
Brand Marketing Director – Catherine Jackson
Brand Manager – Jackson Pettit

About SCOUT:   
Founded in 1999, SCOUT is a full-service integrated agency with three offices across the United States—in Atlanta, Chicago, and San Diego. Serving clients in consumer/B2B and healthcare, SCOUT brings to leading companies bold, brave thinking that creates value for its clients' brands. SCOUT is part of The Stagwell Group LLC, a registered investment advisory company. Learn more at www.findscout.com.

* Asthma & Allergy Foundation of America

** Measured with home vacuuming compared to STAINMASTER® carpet without AllerShield™ technology.

SOURCE SCOUT

Related Links

http://findscout.com