Mitre 10 launches new campaign under its Other Hardware Store creative platform via Dig


In 2021, Dig launched The Other Hardware Store creative platform and in a fun ‘Loveable Maverick’ tone, invited Australians to check out the alternative in hardware.


This new work builds on the ‘why’ – showing how you can trust Mitre 10 to deliver the care and expert advice you need to get the job done right, first time.

Says Kath Carroll, marketing manager at Mitre 10: “It’s customer service and expert advice that drive a strong point of difference for the Mitre 10 brand. Our customers repeatedly tell us that when you visit a Mitre 10 store you get all the information you need so you can avoid the back and forth. This new creative builds on the work we’ve done since launching The Other Hardware store and acknowledges the relationship and trust we have with our trade customers.”

Says David Joubert , ECD at Dig: “There’s nothing worse than struggling on a DIY job and feeling like the world is watching. So, in true Mitre 10 style, we delivered a simple message with distinction: you can trust Mitre 10 to get the job done right. First time. And save yourself from a little… scrutiny.”

Client: Mitre 10
Karen Fahey, GM Marketing Mitre 10
Kath Carroll, Marketing Manager Mitre 10
Adrian Lefebour, Campaign Manager

Creative Agency: Dig
Peter Cerny, CCO
David Joubert ECD/Partner
Owen Bryson Creative Director
Anna Paine Creative Director
Callum Yeo, Senior Producer
Jodi Cousins, Business Director
Amanda Isidro, Group Account Director

Production Company: Wildebeest Films
Director: Julian Lucas
EP: Josie Baynes
Producer: Jane Liscombe
DoP: Simon Walsh
Offline Editor: James Lee
Grade: Trish Cahill
Online Editor: Jamie Scott
Sound: Rumble