Home Hardware breaks new campaign
Retail chain Home Hardware has begun a new advertising campaign focusing on home improvement projects. Developed by John St. of Toronto, the campaign consists of a 60-second video depicting a young couple fixing-up their first house. The initiative uses the tagline, "Do it yourself doesn't mean do it alone. Here's How." The creative will run on television and online.
"DIY can sound intimidating, especially to a younger generation of buyers who might be getting into their first apartment or house," said Angus Tucker, executive creative director at John St. "We know that they want to get their hands dirty as they fix up their space, but they aren't quite sure how to do it. This is the maker generation. They don't want to just hire some guy to remake or reno their space. They want to get involved. That’s Home Hardware's advantage. Their dealers have a well-deserved reputation for being available in their stores, and really, really helpful with questions customers have. That's something you don't get at the big boxes."