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Ace Hardware
I Will Go to Ace.

RAN IN: United States

CLIENT
Ace Hardware

AGENCY
GSD&M *Lead Agency

Brent Ladd - SVP, Group Creative Director
Derek Pletch - SVP, Group Creative Director
Scott MacGregor - SVP, Group Creative Director
Scott Moore - SVP, Group Creative Director
Nicole Barragan - Asst. Acct. Manager
Ray Longoria - Creative Director
Candace Davis - Acct. Supervisor
Andrew Teagle - VP, Group Planning Director
Karen Way White - Acct. Manager
Ralph Yznaga - Creative Director


Horizon Media


RR Donnelley


SUMMARY

In a world dominated by Home Improvement Warehouses, every DIY project, no matter how small, had become synonymous with home improvement. With the category redefined, Ace had been crossed off the competitive set. To get back in the game, Ace knew it would have to teach consumers the difference between big home improvement projects and everyday home maintenance and repair projects. In 2010, Ace came out swinging with the I Will campaign, reversing five consecutive years of sales declines and reclaiming a top spot on peoples home maintenance to-do lists.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Print, Direct, Retail Experience, Events,Online

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English