Work/Campaign & character
C&D Scrap Metal
The Founding Father
A trash-talking bilingual wrestling legend who dared Houston to throw its weight around — and bring its scrap to C&D.
A scrap yard needed a campaign. Houston got a wrestling legend.
C&D Scrap Metal did not need another price-per-pound ad. It needed a reason for Houston to pick it over the yard down the road. So instead of a campaign we set a stage, and put a character on it: the Founding Father, a trash-talking, bilingual wrestling legend in the making.
He challenged the city to throw its weight around and cash out at C&D. Raw video, loud outdoor, social that kept the feud going, and caps people actually wanted to wear. Less a media plan than a call to action: dive in, cash out, and enjoy the madness.
Some of the event posters were drafted with AI image tools and finished by hand. The character, the voice and the fight were all human.
The work
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