Established by Norbord Ltd, SmartPly Europe Ltd, Huntsman International and the Wood Panel Industries Federation (WPIF), the OSB promotion has been given a “cheeky creative approach” for 2007, with the overhauled website, www.josbdone.com, now featuring screensavers and videos showing items, including cement, paint and a goldfish bowl, being dropped from a forklift truck onto OSB to test its strength.
This has been designed to “inject some humour into the campaign” according to Alistair Kerr, director-general of WPIF, with the “tough b***d” slogan intended to make “the message for the 2007 campaign…clear”.
JOSB Done is to continue promoting OSB as a strong and durable alternative to plywood, which still commands a large market share in the building sector according to Mr Kerr.
Further updates are promised throughout the year by Willoughby Public Relations, the company behind the next stage of the campaign, with more items set to be filmed falling on OSB to showcase its strength and advertising campaigns targeted at builders and merchants.
