START WITH SOME HONESTY AND SELL THE PROBLEM
At one point in time the go to media choice for retailers was newspaper advertising.
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Well we know how that's gone, but I digress.
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Ethan Allen was having trouble convincing a younger demo that they not only should invest in better furniture but also think about grown up furniture.
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So this is where we started.
A simple enough ad that caused a lot of traffic and a bit more unexpected attention.
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One week into the campaign Ethan Allen received a cease and desist letter from the President of IKEA Canada.
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We knew it was working.
During this campaign we had an opportunity to tell a larger story with many well built products, about how quality furniture makes sense.The turning point was realizing how keeping to the truth and being authentic could actually sell product. I've tried to be true to that in everything I do. When clients believe that manipulating their message or filling them with half truths will sell better, then they aren't clients you want.