Grady Britton Wins Rosey Award for “Big Bad Wolf” Print Campaign

The Portland agency also received an award of Merit for the corresponding website Portland, Ore (November 21, 2008) – Portland advertising and marketing agency Grady Britton took home one of only 12 coveted Rosey awards at the Portland Advertising Federation’s 51st Annual Rosey Awards Thursday. The agency’s “Big Bad Wolf” print advertising campaign for ICS Concrete Cutting Chainsaws won in the Business-to-Business Series (3+) – Magazine, Newspaper or Trade category. Grady Britton competed against more than 500 other entries for this top honor. The agency also won a Merit award in the advertising/website category for the “Big Bad Wolf’ microsite, The campaign tells the story of how the Big Bad Wolf finally triumphed over those delicious little pigs (who thought they were safe in their solid brick house), thanks to an easy-to-use and unstoppable ICS concrete-cutting chainsaw. “It’s an incredible honor to have won a Rosey,” said Andy Askren, Grady Britton’s creative director and one of the agency’s partners. “We have a talented team, and with a product this unique, a strategy this bold, the possibilities for turning a seemingly un-sexy chainsaw into something people would really talk about was just irresistible.” Grady Britton ran the print ads – part of a rebranding and viral marketing campaign for Portland-based ICS – in contractor and construction industry publications to drive traffic to The ads feature either the “before” concept, with the Big Bad Wolf coming through a doorway he cut with his ICS chainsaw; or the “after” concept, with the three pigs roasting on an open fire, the wolf relaxing with his ICS saw at his side. The ads contain no text except for the newly designed ICS logo and tagline “Concrete. Stone. Masonry. Unstoppable.”  The URL appears at the bottom, with the site containing corresponding viral videos. See the ICS campaign here. Defining creative possibility across advertising, media, interactive and PR channels to deliver inspired market success for brands; it’s what Grady Britton has done for its clients since 1974. Based in Portland, Oregon, Grady Britton continues to serve businesses with a will to be great. In 2008 the company was named 5th best small company to work for by Oregon Business Magazine.  For more information, please visit For more information, please contact: Lindsay Buchele Yale 503.228.4118 [email protected]

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November 21, 2008
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