Mr. Woodson shows us that wood is more than just wood
Work
Wood is so much more than just a type of material. It’s an invaluable ally that’s central to our everyday lives. This year, we had another opportunity to shine a spotlight on wood in our campaign for the Quebec Forest Industry Council (in French only), in partnership with the government of Québec.
The triumphant return of Mr. Woodson
Remember Mr. Woodson, the lovable character from the “No wood, no good” campaign? He’s back, as charming as ever, to remind us that wood is more than just long-lasting—it’s renewable and invaluable to our daily lives.
A hit campaign
In 2023, we took Québec by storm! In addition to winning a silver at the Idéa Awards (in French only), the initiative also won the hearts of Quebecers with an 83% appreciation rate and helped people realize how important wood is to everyone’s lives (91% of respondents). And that’s not all! Most people now understand that wood is managed in a sustainable and responsible way (87%). We set the bar pretty high! 🙌
The “Wood is more than just wood” campaign will be rolled out in Québec in two phases, with the first running from September 16 to October 13, 2024, and the second from January 20 to February 23, 2025. It will leverage several platforms, including TV, radio, web, digital, and signage.
