Protect the people who matter most.
ScreenGuard is a premium security screen product from Darley Aluminium, designed to combine strength and protection with airflow and contemporary style across doors, windows and other openings throughout the home.
With strong technical credentials behind the product, the challenge was to translate those features into clear, meaningful benefits for homeowners and create a campaign that felt premium, memorable and relevant to everyday family life.
The brief
Darley approached Orion to develop a new consumer campaign for ScreenGuard ahead of the warmer months.
The campaign needed to elevate ScreenGuard’s position as a premium product, align with the broader Darley Aluminium brand refresh and turn technical features such as impact resistance, the proprietary WedgeMax™ system and fire performance into clear benefits for homeowners.
There was also an opportunity to take a different approach to the security category. Competitor advertising often focuses on the threat itself: intruders, forced entry and doors being attacked. Rather than add another fear-based campaign to the mix, we wanted ScreenGuard to stand for the reason people invest in security in the first place.
Our Approach
We shifted the conversation from fear to reassurance, building the campaign around the emotional benefit of feeling secure at home. Protect the people who matter most became the central campaign message, allowing us to introduce ScreenGuard through an emotive, lifestyle-led story before reinforcing the product’s strength and technical credentials.
The visual direction was deliberately warm, cinematic and refined. Rather than depicting danger, the campaign celebrates the everyday moments worth protecting, helping ScreenGuard feel at home in a premium residential environment while creating a distinct contrast to more aggressive category advertising.
Lighting was also used creatively to distinguish key parts of the story and reinforce different selling points. Cool blue tones supported the security messaging, orange lighting introduced the fire safety story, while warm, neutral tones were used for the family moments, creating a subtle visual language that carried the viewer through each benefit.
Product proof was still important. Technical benefits were woven into the campaign in a clear, accessible way, including a 3D visualisation of the WedgeMax™ system, helping demonstrate the engineering behind ScreenGuard without allowing product specifications to overpower the story.
PROJECT DELIVERABLES
- Campaign concept and creative direction: Development of the overarching campaign idea, visual direction, messaging and creative treatment.
- Video production: Full pre-production and shoot management, including scripting, storyboarding and previsualisation, talent, location, wardrobe, props and production coordination.
- Hero campaign film: Production and editing of the main 60-second ScreenGuard video, including voiceover, sound, colour grading and 3D WedgeMax™ visualisation.
- Video cut-downs: 30-second and 15-second campaign edits, plus a dedicated website banner video.
- Social campaign: A suite of social media creative and a four-panel carousel designed to extend the campaign across digital channels.
- Email marketing: Design, copywriting and responsive HTML development of a dedicated ScreenGuard email campaign.
- Newspaper advertising: Campaign artwork across multiple newspaper formats, including adaptable versions for ScreenGuard fabricators.
- Poster campaign: A1 campaign artwork extending the core creative into retail, showroom and promotional environments.
- Radio advertising: 30-second and 15-second radio executions, with scripting, voiceover, music, sound design and broadcast-ready production.
- Campaign copywriting: Messaging adapted across video, digital, email, print, poster and radio while maintaining a consistent tone throughout.
One idea, across every touchpoint
From the hero film through to a newspaper advertisement, social post, email or radio spot, the campaign was designed as one cohesive system rather than a collection of individual pieces.
A consistent message, visual language and emotional tone helped ScreenGuard present itself as a premium consumer brand while giving Darley and its licensed fabricators a flexible suite of assets for use across multiple channels.
Importantly, the campaign platform was designed with longevity in mind. Its structure provides Darley with a scalable creative direction that can be adapted and extended across future ScreenGuard activity and other products within the Darley portfolio.
A huge thank you for creating this very important advertising campaign for us! You really nailed the concept. It’s been really well received by management and staff and has resulted in a big uptick in leads. It means a lot for our brand to present this high standard of quality!
Tony Kim, Marketing Manager
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