Case Study | Kent The Musical

THE MUSICAL

KENT BUILDING SUPPLIES

The Project Centre takes Centre stage!

• Copywriting • Music Composition • Commercial Production • Art Direction & Set Design • Casting & Talent Management • Location Scouting • Cinematography & Crew • Offline Editing • Visual FX & Compositing • Colour Correction • Online Editing • Audio Mixing • Broadcast Delivery

From the creation of custom music and lyrics, to dance choreography, production and post, we had a blast highlighting the Project Centre's offerings.

KENT Building Supplies has been a cornerstone of Atlantic Canada since 1972. As the region’s largest hardware chain, KENT serves communities both big and small, with large-format stores in city centers and smaller shops in rural towns. No matter where you live on the East Coast, there is a KENT nearby.

One of KENT’s key advantages is its Project Centre, a one-stop destination designed to help customers tackle DIY projects with confidence. From planning to execution, the Project Centre provides the tools, advice, and materials people need to bring their ideas to life. But there was a challenge: many customers did not fully understand what the Project Centre was, often assuming it was designed only for contractors or major renovations, not everyday DIY projects.

Our task was to change that perception. We needed to build awareness of the Project Centre, and do it in a way that felt approachable, fun, and impossible to forget.

The answer? KENT! The Musical.

We transformed the Project Centre into the star of a high-energy musical campaign, complete with original songs, choreography, and colorful visuals. By using music and humor, we reframed the Project Centre as a welcoming space for everyone, from first-time DIY’ers to seasoned home improvers.

The campaign launched with a full one-minute musical video, supported by shorter cutdowns across television and social media. Audiences quickly connected with the catchy music, playful energy, and clear message. The ad became an earworm, with people singing along and sharing their enthusiasm online.

By leaning into entertainment, we turned what might have seemed intimidating into something approachable and fun. The result was a campaign that not only built awareness of the Project Centre but also reinforced KENT’s commitment to serving all customers with expertise, quality, and a touch of creativity.