Back to the roots
The Finnish-owned chain of hardware stores called K-rauta was in need of a new spark in their communication with their consumers in order to take hold of a clearer position on the increasingly difficult Swedish construction market. Our answer was a new communications platform with a creative concept that allowed K-rauta to rekindle the connection to their Finnish roots and heritage, establishing clear connections to the solid, genuine and qualitative traits which Swedes associate with the Finnish. Attributes that are more sought for than ever by Swedish building and home DIY-ers.
In the TV-ads actor Jarmo Mäkinen, known amongst other things for the movie Jägarna, personifies these attributes. His character becomes a proud spokesperson for K-rauta and with obvious authority he asserts that K-rauta truly is a hardware store built by the right materials.