Dick Smith had just been listed on the ASX. But overall brand perception is no longer up to par. The ‘Dick’ jokes have had their day. The once iconic Aussie brand has lost its way.
How do you recapture that Dick Smith tech-pertise, and tap into the new ‘maker’ movement?
Unleash your smith
Technology is no longer about prestige but practicality. It’s the know, and the how, once synonymous with Dick Smith that counts.
The time had come to shift the the focus from the ‘Dick’ to the ‘Smith.’ Another word for 'maker’ spreading through the zeitgeist.
Meet the Smiths
We then followed the above-the-line campaign with a series of online short films featuring real-life Smiths. Eccentric, prodigious, inventive techies who never cease to amaze.