A Human Take on B2B Sales

The brief asked for another cookie-cutter B2B campaign. You know the type: “best in timber sales, world-class service,” and so on. We prefer to carve something smarter.

We looked closer at what really sells in B2B: people, not promises. So we gave Raitwood’s project managers the spotlight, pairing each of them with a real project and a pun as solid as the timber they work with.

The campaign hit the sweet spot between wit and warmth. And yes, it sold. Wood you believe it? Turns out personality is the best project material there is.