Agency startup Youngquist/Marcoccia this month kicked off its first national ad campaign: an $8-10 million print effort for upscale speciality retailer Res toration Hardware.
The shop, based in Sausalito, Calif., won the account in June after a review of Northern California agencies.
Four print ads will run through next year in magazines such as Martha Stewart Living, The New Yorker and House & Garden, which typically reach well-heeled readers. Each shows a different high-end product such as a luxury couch or bed. One, showing a sleek leather sofa, reads: "Supposedly, only physical activity was capable of stimulating your endorphins."
Agency officials said the work is intended to make people desire both the goods and a more luxurious lifestyle. "What we are trying to do is instill a bit of a longing in people for a beautiful sofa or something that would look good in their living room," said Pat Mar coccia, co-founder and creative director of the agency. "We're trying to make a gut connection with consumers for the high-end products Res toration sells.
"Restoration is a high-end retailer," he added. "Sure they sell the tool kit, but they also sell luxury lighting."
Executives at the client said the new campaign is better suited to their target consumers than their previous ones, which included a retro approach. The agency "has added a strong dimension to our brand by helping us be understood in a very competitive marketplace. These guys really get it," said Dave Glassman, director of marketing at Restoration Hardware.
Agency partner Wes Youngquist said the shop wanted to position Restoration as a hardware store that does more than sell screwdrivers and hammers. "They really aspire to build commercial merchandise," he said. "They are classic in the type of things they do for their merchandise. These are well-built, well-fashioned products ... and we tried to wrap their products in an emotional bond."
The campaign is one of several projects the shop is working on for the Corte Madera, Calif., retailer, including radio and TV work. Though the retail chain was the agency's first client, the shop has also been busy with other clients, including Seagram, Paramount Pictures and Red Lodge Brewery.
Restoration Hardware has 102 stores in 30 states. The chain recently opened two new units in New York City.