Quikrete is the country's largest manufacturer of packaged concrete and cement mixes. And true to their name, their products set fast, end of story.
To dramatize that product benefit, we created "Long Story Short" – an innovative campaign of 10-second radio spots that condense other traditionally long stories, such as the Bible or that of Julius Caesar, imagining them happening as quickly as Quikrete's fast-setting concrete.
The campaign won Best of Show and Best Campaign at the Radio Mercury Awards, a Wood Pencil in Writing Craft at D&AD, Silver at London International Awards, had two shortlists at One Show and was a Communication Arts Advertising Competition winner. Read more on the Best of Show win at Yahoo Finance.
The campaign enters its second year with four new spots, "Princess," “Pet,” “Coal,” and “Independence.”