Campaign: Dick Smith’s Celebrates ‘Maker’ Culture

Campaign: Dick Smith’s Celebrates ‘Maker’ Culture

The maker culture inherent in Dick Smith’s history has been re-invigorated with a new campaign by IdeaWorks.

Solange Francois
Posted by Solange Francois

‘Unleash Your Smith’ nods its head to the second half of the brand’s name by celebrating the old traditions of ‘smiths’ with a modern technology twist, appropriately repositioning Dick Smith for the now and tomorrow.

This maker culture is as relevant today as it has always been. From yesteryear’s goldsmiths and blacksmiths to today’s Word-Smiths and Beat-Smiths, there is a smith in us all bursting to make something.

In support of the campaign which launched on Sunday, IdeaWorks has created a series of short films that celebrate the maker culture – the smiths out there in their suburban garages, basements, sheds and lounge rooms. The videos explore a series of real-life Makers, their passion projects and their stories that unfold.

The brand TVC was created with production company Plaza Films, and the maker videos with Dakota Media. The ‘smith’ categories inform the product segmentation in Dick Smith communications, for example Fit-Smith for wearable technology products and Beat-smith, for audio products. Tom Hoskins, IdeaWorks’ Creative Director says: “Many great tech stories started in garages, and Dick Smith is no different. Maker culture doesn’t just make up half their name, it’s embedded in Dick Smith’s DNA.”