DIY Blinds has launched a new campaign via Bullfrog and is boldly stopping at nothing to ‘Change the Ugly’ in your home, the window furnishings industry and even ad spaces – hairless cat and all.
The ‘Change the Ugly’ platform aims to build awareness of DIY Blinds and their category-disrupting ethos.
The first campaign sees a series of beautiful, product-driven TVCs that showcase what the power of a good blind can do to transform any space – a refreshing change to the cliché lifestyle and heavy retail ads the industry usually assaults the senses with.
Says Evan Montero, co-founder of DIY Blinds: “Rather than competing in a price race, we wanted to prioritise a message that would disrupt the industry – keeping in line with our business’ mentality. The platform is ownable, different and nailed our brand mission.”
Changing the ugly doesn’t stop at the craft. It’s a platform highlighting how DIY Blinds is also changing the ugly in the window furnishings industry. That means no pushy salespeople, no ugly imported products or lengthy wait times from ugly international shipping because everything is made right here in Australia.
Says Matthew Bedwell, marketing manager at DIY Blinds: “When people think of home transformation, their first thought usually aren’t blinds. Our first brand campaign was the perfect opportunity to remind customers of the power a good blind can do to transform their space. The ‘Change the Ugly’ platform also boldly differentiates DIY Blinds from our competitors who are reaching for the familiar levers of sales and promotions to drive business.”
Says Daniel Sparkes, creative director of Bullfrog: “The application of ‘Change the Ugly’ is what excites us. From business model to consumer-facing comms, every brand interaction and business decision will be made with the ‘Change the Ugly’ platform in mind.”
The spot is on air and supported by OOH, social and paid digital media.
Client: DIY Blinds
Co-Founder: Evan Montero
Co-Founder: Liam Dobson
Marketing Manager (Growth): Matthew Bedwell
Senior Visual Designer: Robert Tenorio
Creative & Production: Bullfrog
Director: Clare Plueckhahn
Director of Photography: Max Walter
Colour Grade: Crayon
Sound Mix & Design: Squeak E Clean
Media Agency: Hatched & Bullfrog
Katy Purry Talent: Jimmy the Cat