JAY-K Lumber
Medium:
Billboards
Props are used in a continuing campaign to reinforce JAY-K’s brand as the local choice for quality products, but these mannequins did much more than make JAY-K stand out among larger home improvement stores. They became the talk of the town when locals actually called 911 out of concern that there were workers stranded on the boards. This campaign took on a buzz marketing life of its own and the impact was phenomenal. News crews picked up the story and a new trend for JAY-K billboards was launched. People are still talking about Jack, “the guy on the boards.” He is now featured in an annual “Where’s Jack?” contest, during which Jack comes down off the boards and residents search for him at other local businesses.
