Creative in association withGear Seven

Fellowes' Air Purifiers Star in OKRP Campaign Celebrating the Return to 'Work from Work'

Marketing & PR
New York, USA
Work leverages the classic musical lyrics of the song Back in the Saddle as an anthem to those returning to office environments

Fellowes, leader in commercial-grade air purification, has launched a new advertising campaign from O’Keefe Reinhard & Paul that informs the public of its smart technology solution for achieving clean air in shared work and public spaces.

The campaign is being introduced as companies and employees prepare for the shift from 'work from home' to 'work from work.' And it poses a curious question: Is work ready for us? The ads launch on the heels of the CDC's guidance that the coronavirus is airborne transmitted and the suggestion that air cleaners use HEPA filters to enhance air cleaning wherever possible. Fellowes' new laboratory tests show Fellowes AeraMax Pro Air Purifiers, with True HEPA filtration, remove 99.99% of an airborne coronavirus.

"In the nation's urgency to reopen schools, we have seen teachers and parents driving the demand for air cleaning solutions as they became more educated about strategies to mitigate long-term threats of airborne viruses and other pollutants," says Jeff Dryfhout, vice president of global branding for Fellowes. "Our 'work from work' campaign intends to elevate the larger mainstream's knowledge about the need for better indoor air quality as more employees are beginning to migrate back to their indoor workspaces."

The advertising leverages the classic musical lyrics of the song Back in the Saddle as an anthem to those returning to office environments that are made clean through the installation of Fellowes AeraMax Pro Air Purifiers. The voiceover is delivered directly from Fellowes 4th generation CEO John Fellowes.

“There's an interesting tension behind the 100-year-old family company with mid-west values bringing to market an innovation that can change the way we think about safety in the office,” explained David Petti, creative director at OKRP. “It's not coming from a tech startup, or a multi-billion dollar conglomerate -- but a business owner that saw a need for this product years before the pandemic even hit. Those core values of Fellowes taking care of its own employees, as well as its customers employees, are at the heart of this campaign. The modern take on an older Gene Autrey song also plays with this old/new tension.”

The ad shines a light on Fellowes commercial air purifiers' unique competitive strengths in showing room occupants the air is clean; conveys how it senses and reacts to changes in air quality and occupancy; and how its sleek design integrates into the look of modern workplaces. The 30- and 15-second spots are featured across television, social and digital, and run in various local markets through mid-June 2021, including Boston, Charlotte, Chicago, Minneapolis, Raleigh, San Diego, San Francisco, and Seattle.

Digital marketing content is being targeted to decision-makers in education, corporate offices, hospitality, elderly care and small format retail.

"The campaign represents how Fellowes air purification solutions are among our company's most meaningful commitments to workplace health ever in its history," shared Dryfhout. "Our mantra is to help people be at their best, and providing clean air is just one way we can make this happen."

Fellowes has launched a new website for its Fellowes AeraMax Pro air purifiers, offering interactive demonstrations of its patented EnviroSmart and PureView Technologies. It also provides access to its services, product details, research and product performance tests, and client case studies. 

Work from The Marketing Standard
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