Company: The Brandloft
Company Division/Group: ICR
Company Description: The Brand Loft is a strategic and creative marketing agency located in Connecticut. Founded in 2006, The Brand Loft has helped national and regional clients launch new products and services, re- develop brand strategies and create and execute successful marketing campaigns. The Brandloft team has won many industry awards including 4 first place Stevie awards.
Nomination Category: Advertising
Nomination Sub Category: Best Magazine Ad

Nomination Title: Heavy Putter "Club"

1. The date in 2006 on which this nominated ad was first run, aired, or otherwise made public:

Campaign was tested in December 2006 to consumers, determined effective and
immediately rolled out.

2. Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

http://thestevies.com/ABA07Attachments/HeavyPutter_Clubs.pdf

Heavy Putter is a new golf putter developed around a new physics in club design.
It had proven in independent testing to be superior to all leading putters and
positively reviewed by the media. This independent company needed to build
awareness of its product with limited resources competing with major established
brands (introducing new products regularly). Also HP needed to reverse a
negative impression that it weighed too much discouraging golfers to try it.
Agency created campaign to break through clutter, turn a perceived weight and
new physics issue to their advantage and quickly build awareness. The Heavy
Putter is now the fastest selling putter in its class.

3. List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

The Brandloft, Norwalk CT; Creative Directors: Ed Libonati, Victor DeCastro;
Art Director: Victor
DeCastro; Writers: Roger Chiocchi, Steve Boccieri; Photographer: Jerry Ericco;
Producer: Meg Hogan