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About

About

Advertising made for NAPA Autoparts to position the retailer as a top-of-mind destination for mens who wants to equip their garage like pros.
Published:
A garage is a man's true kingdom.
But unfortunately it gets cluttered with other family members’ stuff.
Context:
Our client, NAPA Auto Parts, offers DIYers over 350,000 tools, parts and accessories as well as expert advice and tips.
 
Challenge:
Position NAPA Auto Parts as the reference for male DIYers and amateur mechanics.
 
Solution:
A DIYer’s garage is his kingdom, it is the only place in the house where he rules, even though it is often cluttered with boxes and stuff from other family members. By exploiting this insight in our print ad, we positionned the brand as an ally for DIYers. It shows that we understand them, and we encourage them to reclaim their rightful kingdom by offering them everything they need to turn their garage into a true DIY palace.
 
SHOWCASED: Ads of the worldColoribus
 
Client: NAPA Autoparts
Marketing Director: Danielle Tardif
Agency: BCP
VP and creative Director: Étienne Bastien
Co-Creative director: Jonathan Rouxel
AD: Nicolas Baillargeon
CW: Dom Bulmer
Illustrator: Chase Stone