︎︎︎    Meet The Pinks

“Meet the Pinks” is a commercial spot inspired by the campiness of 1970’s cartoons like He-Man and the Superfriends, the narrative follows four “insulation superheroes” as they power up on the newest version of Owens Corning’s signature pink insulation, called Next Gen.

As Creative Director at Hero Collective, I co-wrote and co-creative directed this spot and campaign along with Hero's Executive Creative Director, John Frazier. Account director Sam Cyphers, account executive Amanda Sisti, Producers Andrés Cortes and Jackie Brown and their team at Neuplot were all instrumental in bringing the final spot and campaign to life.

Given that the brand had a long history of success with a vintage cartoon character like the Pink Panther, we rooted our process of conceptualization on references like the over-the-top high-camp of cartoons like He-Man, the Wonderfriends, and Captain Planet We pitched Owens Corning on digital campaign to mark the rollout of their newest evolution of one of their signature products, fiberglass insulation.

Our engagement for Meet The Pinks social campaign was 40x higher than the previous average at any Owens Corning division. We doubled followers on Owens Corning Residential social accounts in less than a year and helped to ensure that the product, PINK Next Gen™ Fiberglas™ Insulation was sold out for the entirety of 2021, with future product on back-order for 6 months.

lf you’d like to get in touch to chat about creative endeavors, you can send him an email at mikejrubin@gmail.com.