Scotch: ReStore

Credits & Description:

Brand: Scotch
Media: DM
Category: House, Garden & Pets
Agency: BBDO
Geo: Guatemala
Product: Scotch Super Glue 3M
Scotch Super Glue 3M is the glue with the higher quality perception in Guatemala, but also the most expensive. It had trouble convincing a 70% of their target; which earn US$500 per month, and make their decisions based on price and not quality. We had to be where that 70% were doing their shopping. Creating the only place impossible to resist to this target. A discount store. Idea: Scotch Super Glue 3m Presents: ReStore. We collected the damaged products from decoration houses that weren't able to sale. And in the most popular mall in the city we opened a store where we sell broken items at the price of a Super Glue pack. Instead of saying how good the product is, we made inevitable to put us to the test.
Advertising Agency: BBDO Guatemala
Creative Directors: Diego Lanzi, Rodrigo Costas
Art Directors: Marvin Girón, Evelyn Menéndez
Copywriter: Marco Reyes
Additional credits: Daphne Jager, Cristian Acevedo, Misrai Sierra, Ziggy Torres, Fernando Salguero, Carlos Lobos