The Marketing Standard
Wed, 15 Dec 2021 17:25:25 GMT
The sounds of wrenches, drills, yeti cups, 2x4’s, and even ping-pong balls might not be music to everyone’s ears, but in a new holiday music video for Ace Hardware from OKRP, these tools and more perform an instrumental tribute to the do-it-yourself Ace customer.
The musical track reimagines the holiday classic Carol of the Bells produced with the sounds of over 65 hardware store products, many of which are top brands at Ace that make quality gifts for the DIYer in one’s life. The initiative will run on paid social media and a paid influencer program.
“We know that the do-it-yourselfers have a gift wish list filled with the things they use to make other things,” explained Dave Petti, group creative director at OKRP. “We also know that music is an essential element in today’s social space and envisioned creating a soundtrack that could be shared by fans and influencers in creative ways to build engagement.”
To bring the idea to life, the team at OKRP reached out to director Gabriel Shalom, whom they discovered while searching online for directors who make music in unusual ways. For the composition, they selected Beacon Street Studios who pitched the team while inside an ACE store where composer Danny Dunlap used the sounds of wrenches and drills to show what they could do.
“Applying the DIY spirit to the products in the store was surprisingly intuitive as there was an entire orchestra waiting to be unveiled in the aisles,” explained Danny. “Orchestrating these unique sounds into a holiday melody and video created as an ode to all the savvy DIYers out there is exactly the kind of challenge we love to sync our teeth into.”
Beacon Street created a spread sheet of over 200 items from an Ace store to document the different tunes and sounds of all the tools they selected. It was a way to authentically 'audition' their make-shift orchestra in real life.
The team used real Ace associates as the orchestra, identifying those with musical backgrounds and teaching them how to “play” the bells on a wrench set and a wooden marimba whose boards were painstakingly cut to emit the right notes.
According to Danny, what sets this musical phenomenon apart from others done in a similar vein is that there was no edit of the sound done in post-production. Every note and chord delivered in real life is used in the final cut. Even the Rube Goldberg set up (built in store, by an OKRP creative director) with saw blades and ping pong balls was recorded live in perfect sequence.
“What a fun way to bring the joyful sounds of the season to life in a uniquely Ace way and share with consumers everywhere,” said Kim Lefko, CMO at Ace Hardware. “By utilizing many of our best brands, it is a great reminder that Ace is the one stop quality gifts destination for the DIY-er on everyone’s list. Our shelves are stocked, and our associates are ready to help you get the best gifts, the one’s you save to open last on Christmas morning.”
The orchestration will be amplified by Ace Reward members who are popular DIYers on TikTok and Instagram, including Kelsey & Ryan Mansingh from @newbuild_newlyweds, Lena Taylor from @FlippingGorgeous, Haley Parker from @HaleyParkerStyle, Erika Wasilewski from @PeonyandHoney, Kayla Simone from @KaylaSimoneHome, Jonathan and Jenna Kimble from @JonathanandJenna, and Brittany and Joe Delaney from @TheDelaneys. They are joining in Ace’s Holi-DIY Orchestra with their own performance to Ace’s Carol of the Bells music track. Their videos showcase their selected favourite holiday gifts at Ace. They are inviting their followers to join in the #AceHoliDIY orchestra.view more - Creative
Categories: Retail and Restaurants , DIY StoresThe Marketing Standard, Wed, 15 Dec 2021 17:25:25 GMT