Brief #1:
Get contractors
Who typically use less-effective rebar concrete reinforcement
To choose Fibermesh reinforcement
By showing how incredibly strong it is

Idea:
Propex is an American company that makes concrete reinforcement materials for roads. They're damn good materials, too. A little more expensive, and worth it.

This ad for its Fibermesh product was aimed at contractors who typically use less-effective rebar (those long metal rods) to reinforce their concrete. Obviously, it was an eye-catcher in the trade pubs, which tend to be snooze fests.

Brief #2:
Get contractors
Who typically choose cheaper, foreign-made concrete reinforcement materials
To use their stimulus money to buy American materials instead (and thus, Propex)
By appealing to their desire to help the US economy

Idea:
A removable sticker placed on real $1 bills and handed out to contractors at trade shows. All designed to get their attention and encourage them to visit the website for more details and get the full persuasive argument.