Silver CAF Award

North Coast Hardware

About the project

As businesses emerged from COVID-19 lockdowns, Northcoast Hardware sought to create a campaign that not only boosted brand recognition but also lifted the spirits of its audience. By blending humor and cultural relatability, we developed a lighthearted video series that resonated with the community and positioned Northcoast as a brand associated with positivity.

The Challenge

The pandemic had significantly impacted businesses, leading to low sales and a hesitant consumer market. Traditional sales promotions were unlikely to be effective, as people were still recovering emotionally and financially from the crisis. The challenge was to reconnect with customers in a way that felt natural, engaging, and uplifting.

The Solution

We turned adversity into an opportunity by shifting the focus to brand-building. With fewer businesses advertising at the time, we capitalized on a less cluttered media space to maximize impact. The campaign featured a mini video series inspired by classic Caribbean comedies like Oliver at Large. The series introduced Beatrice, a witty and relatable North Coast fanatic, whose interactions with her neighbor brought humor and authenticity to every episode. The result was a highly engaging campaign that won an American Advertising Caribbean Federation Silver Award for Social Media Campaign and successfully embedded Beatrice into future brand promotions.