Creative Brief

What marketer hasn’t spent time around the watercooler commiserating about a colleague who wrote a novel’s worth of content for a half-page of space in a proposal? Or the outlaw staffer who ducks out of every interview rehearsal only to reappear day-of – overly confident in their ability to ‘wing it’? We’ve all worked with folks who unknowingly make the process of procurement a wild ride to the finish line. Through The Wildcards creative campaign, the team at Middle of Six landed on an outlet for some well-earned belly laughs and collective empathy.

In this multi-pronged, mixed-media campaign that straddles the real world and online realm, we embarked on a mission to set The Wildcards free. Through irreverent illustrations and on-the-nose descriptions, we developed a mix of print media and online content—all carefully timed to enter the market after a period of ‘Coming Soon’ build-up.

As our metrics will show, the response and return on investment has far exceeded our expectations. These little AEC industry darlings live forever on our website and appear on coasters now settled in conference rooms across the country—sure to help break the tension and maybe just maybe address the behaviors we playfully shine a light on.

And in that, we accomplished exactly what we set out to do: raise Middle of Six’s brand awareness, call out behaviors that can disrupt efforts to win the shortlist, and do so with humor and an acknowledgment that under a deadline, we’re all a little wild.