When a Global Product Gets a Dose of Maple Syrup.
Many companies just pack their US-based communications and deliver it to Canadians’ doors. Schlage gave us a mission: “Help us unlock our potential in Canada.” Showing existing shots of uninsulated Californian homes with palm trees in the backyard wouldn’t be the right approach here. New imagery was produced and a Canadian specific e-store was created to match our northern lifestyle. Welcome to Canada, Schlage. Welcome to smart marketing moves.