Recast

With Kohler's Cast Iron line on the verge of extinction, they needed to reinvigorate this product category... quickly. Through research, we discovered that homeowners shyed away from cast iron due to its perceived weight and antiquated style. We also discovered a key insight - out of all the kitchen sinks Kohler offers, the Cast Iron line is the most indestructible. It is chip resistant, can withstand extreme temperatures, won't crack under pressure and doesn't stain.

In this ambient campaign, we replaced manhole covers on prominent city streets in Kohler's top five key markets with covers made from Kohler cast iron to remind consumers of its everlasting strength and durability.