Mitre 10

The Other Hardware Store

A big green shed dominates the Australian hardware category. As Australia’s number-two hardware brand, we knew Mitre 10 had a chance to disrupt. ‘The Other Hardware Store’ embraces Aussies’ love of the underdog while showcasing the Mitre 10 team’s unrivalled know-how and advice. With a loveable maverick tone and clearly defined point-of-difference, we successfully reminded Australians that they do indeed have another choice.

  • Brand Strategy
  • Brand Identity
  • Insight
  • Creative
  • Production
  • TVC
  • OOH
  • PR
  • Radio
  • Social Media
  • Shopper