Kinsman extends The Block partnership with new creative from The Idea Shed
Kinsman, a home improvement company, has extended its long-term partnership with Nine Entertainment’s The Block, launching a new campaign via recently appointed creative agency The Idea Shed.
The announcement:
Independent creative commerce agency, The Idea Shed, announces its latest client partnership with the acquisition of the Kinsman account in June 2023. Demonstrating a swift and productive start with their new partner, the agency is now poised to unveil an exciting TV campaign for Kinsman, a prominent name in the home improvement industry. The campaign will debut during The Block this week.
Kinsman’s enduring sponsorship with The Block has consistently marked a high point in their journey. As The Block embarks on its 19th season, Kinsman is on a mission to harness its substantial media investment and long-standing sponsorship to infuse fresh creativity into its brand presence, igniting a resurgence in brand awareness.
The Idea Shed’s campaign for Kinsman is born from a deep understanding of the brand’s essence and its target audience – home renovators. The key insight driving this campaign is the realisation that while shows like The Block allow people to dream about home renovations, for most, these dreams often seem unattainable.
The creative concept needed to be agile, serving a dual purpose: promoting the Kinsman brand and dynamically showcasing ever-changing retail offers. This approach consistently resonates with home renovators, underscoring that with Kinsman, their renovation dreams are indeed within reach.
Enter ‘The Distracted Pet Camera’. This new campaign introduces a charming and affable character – the humble pet camera. This little camera’s primary job is to keep a vigilant eye on the family dog when the owners are away. However, it can’t resist being drawn to the allure of the newly upgraded Kinsman kitchen, wardrobe, and laundry spaces throughout the home. The campaign breathes life into this pet camera character, portraying it as a curious and personable entity that gracefully roams through the home. This creative approach provides an engaging avenue to showcase the quality and craftsmanship of Kinsman products.
In the crowded kitchen and home improvement landscape during The Block’s 19th season, Kinsman sets itself apart. While competitors emphasise DIY kitchen design, Kinsman distinguishes itself by offering a free in-home design service conducted by expert designers, underlining a commitment to quality, value, and experience.
The campaign is set to premiere during The Block, with the first air date scheduled for September 17th during master bedroom/walk-in wardrobe week, coinciding with kitchen week – two of Kinsman’s pivotal weeks during The Block. The creative will extend into print and digital channels imminently.
Tracy Smedley, chief growth officer at Kinsman, remarks, “Our partnership with The Block is paramount, and The Idea Shed’s (TIS) latest work has surpassed our expectations. In an oversaturated market, where consumers are bombarded with category-specific messages, The Idea Shed tackled a demanding brief head-on, delivering a standout campaign within tight time and budget constraints. We’re confident the creative will cut through and convert effectively, cementing the growth of our partnership with TIS.”
Steve Madgwick, group creative director at The Idea Shed, adds, “Securing consumer attention in advertising is often an uphill climb, and when you layer that complexity onto one of television’s largest sponsorship stages, you’ve got a true test. ‘The Distracted Pet Camera’ campaign for Kinsman is our creative ‘roar’ to stand out. This campaign reflects our dedication to generating creativity that converts, and we’re confident our little pet camera will capture the hearts of consumers and make the most of The Block partnership for the Kinsman Brand.”
Credits:
Agency Team:
John Volckman – Partner / ECD
Richie Strettell – Partner
Steve Madgwick – Group Creative Director
Mike Avery – Creative Director
Adrian Moore – Head of Experience
Emily Seay – Creative Strategist
Leyla Muratovic – Senior Designer
Julian Ansell – Copywriter
Eleisha Kubale – Junior Designer
Laura Shalders – Senior Account Director
Gemma Vallance – Account Manager
Agency Partners:
Chronicle Studios – Production Agency
Dale Bennetto – Head of Production
Kate Turner – Creative Producer
Simon Robson – Director
Adam Howden – Director of Photography
Simon Kirk – Photographer
Dave Kelly – Post-Production Executive Producer
The Cactus Stone Co – Post Production
Florence Orban – Social Media Post Production
Ran Run Studio – Music/Audio Production
Client Team:
Tracy Smedley – Chief Growth Officer
Carla Madgwick – Head of Marketing
Source: Joy Clark and Associates
