Fresh From The Field — ITM - By Strategy Creative

Fresh From The Field — ITM – By Strategy Creative

Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Design Assembly community.

Using real miniature models and real DIY goods available from ITM Kaikōura, the team at Strategy Creative walk us through their recent work on the clever campaign for ITM, ‘The stuff Kaikōura is made of’.

Want to submit your own work to Fresh From The Field? Fill out the FFTF form here.

The brief

ITM Kaikōura has been locally owned and operated for years. It’s fair to say it’s part of the community, and, not a stretch to say it helped to build it. So, when they started to lose business to online shopping and hardware stores out of the area, they wanted to take action.

We needed to educate locals on the diverse range of products offered by ITM, making it be seen as a retail store for everyone, not just builders.

The Design Response

‘The stuff Kaikōura is made of’ is a clever campaign that reminds locals, they’re locals too. The striking images were inspired by everything from favourite surf spots nicknamed ‘meatworks’, to the more famous tourist attractions. Each scene was painstakingly created using real miniature models and real DIY goods available from ITM Kaikōura.

The campaign idea and design execution allows the messaging to speak to community partnerships, such as ITM’s sponsorship of the local pools.