Couture Underfoot
Amtico Ad Campaign
Since 1964, Amtico has grown to dominate the premium resilient flooring market, by creating a remarkable product portfolio of luxury vinyl tile — synonymous with luxury, unmistakable style, custom capabilities, exceptional service, and quality products. In 2012, Amtico became part of the Mannington Commercial family. Because of the heritage of the name, Mannington created the Amtico Collection, encompassing all Amtico products, as the premium line of LVT in its broad portfolio.
Widgets & Stone and 26 Tools worked under direction from Mannington Commercial to propose brand communications tactics and then create various brand communications tools for Amtico — including an ad campaign to communicate the following key values and personality:
“Beautiful craftsmanship in both form and function. The Amtico Collection appeals to people with a passion for design, who appreciate luxury and sophistication. Embodies sophistication and elegance with a European/British sensibility – smart and timeless style that, at times, even brings a modern edge. A true quality product, known for high performing materials and durability. An honest, genuine partner who will work collaboratively, with international savvy yet a commitment to bringing great customer service to every relationship.”
Creative Direction: Mandy Meredith; Design: Mandy Meredtih; Writing: Caleb Ludwick; Photography: Grant Dotson.