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Nucor Campaign Will Stop Washington Commuters in their Tracks

Steel manufacturer Nucor, the largest recycler in the country, recently launched an innovative advertising campaign to help position the company as a leading voice on environmental responsibility. Developed by marketing communications firm Eric Mower and Associates (EMA) in Charlotte, N.C., the ads, in the form of attention-getting floor graphics, appear in six Washington, D.C., subway stations as part of a broader opinion-leader print and transit advertising campaign within the Beltway.

“We hope these ads capture the attention of opinion leaders, and make them stop and think about the importance of recycling, while at the same time serve to reinforce Nucor as an environmental pioneer, not just a steel company,” says Matt Ferguson, partner, account director, EMA.

The floor graphics make it appear as if Metro riders are looking through holes in the platforms to the level below and reveal steel beams made from 100-percent recycled content. The ads appear in the following metro D.C. stations: Farragut West, Federal Center, Federal Triangle, Foggy Bottom, McPherson Square and Smithsonian. Each of these stations was selected based on their proximity to key governmental offices, including the White House, U.S. Department of Energy, U.S. Department of Commerce, World Bank, International Trade Commission, and the Federal Reserve Building.

The ads are featured in three different sizes: 4’x8′, 5’x10′ and 10’x12′. One graphic concept depicts a hole in the floor of a subway station that reveals a steel beam and reads: “Recycled Steel. Everywhere.” Another graphic features a flattened car ready to be recycled that reads: “1 of 9,000,000 Cars We Recycle A Year.”

About Nucor

Headquartered in Charlotte, N.C., Nucor makes more steel in America than any other company. Nucor and affiliates are manufacturers of steel products, with operating facilities primarily in the U.S. and Canada. Products produced include: carbon and alloy steel – in bars, beams, sheet and plate; steel joists and joist girders; steel deck; fabricated concrete reinforcing steel; cold finished steel; steel fasteners; metal building systems; light gauge steel framing; steel grating and expanded metal; and wire and wire mesh. Nucor, through The David J. Joseph Company, one of the leading scrap companies in the U.S., also brokers ferrous and nonferrous metals, pig iron and HBI/DRI; supplies ferro-alloys; and processes ferrous and nonferrous scrap. Nucor is North America’s largest recycler.

About Mower

Mower is a digitally-integrated independent marketing, advertising and public relations agency. With 165 professionals in New York, Boston, Atlanta, Charlotte, Cincinnati, Buffalo, Rochester, Albany, and Syracuse, Mower delivers strategic insights, digital solutions, smart creative, and award-winning results to clients. Part of two global agency networks — thenetworkone and IPREX — as well as the 4A’s.