• Client

  National Hardware

• Nurture's Roles

  Strategy, Creative Development, Production, Post-Production

• Channels

  Digital, Social

• Project Timeline

  12 weeks

Helping the nation’s leading seller of some of the industry's most easily-overlooked products earn critical brand awareness in a highly commoditized market.

• National Hardware, since shedding its Stanley alias several years ago, needs the hardware world to know that their hundred-year-old brand is thriving and expanding, with more offerings in the hardware accessories space than any of its competitors.

  The Problem

  The problem is that creating content focused on house numbers and gate hinges — content entertaining enough that people will trade their valuable time to watch it — isn’t easy.

• The Solution

  Two houses, divided. A touching story (for highly sensitive audiences, at least) about the rift between two neighbors that’s accentuated by one’s lack of National Hardware accessories.
  
  Turning a simple visual gag into the central narrative element allowed us to have some fun in a way that, we hope, gave you a chuckle. While persuading you to upgrade every hardware accessory on your home.

• The Results

  More than 350,000 organic views on YouTube, reinvigorated enthusiasm from partners across the country, and — just as e-commerce is blossoming into one of National Hardware’s most important sales channels, an Amazon store that welcomes visitors with a chuckle. While persuading them to upgrade every hardware accessory on their homes.
  
  The campaign won a 2016 Bronze Addy Award.

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