If not... shouldn't they be?
The Kal Tire rebranding was one of my all-time favourite projects as Creative Director at Big House Communications. While the product category does not neccessarily fall into the Unicycle niche, their customer service model boasts a sustainability all businesspeople can learn from.
The Insight
Kal Tire's 50-year history was no fluke. Their attitude towards customer care is the best in their category, and it led to them receiving hundreds of letters from happy customers. We realized the true stories of the Kal Tire people and customers could represent every facet of their organization. And it could all be conveyed in two words: True Service.
We decided to use not only the real stories, but the real people as well. No actors. No scripts. Just casual interviews and skilful editing, wrapped up with a branded black & white look and quality audio production. From Vancouver to Winnipeg, we recorded TV and radio in dens, living rooms and kitchens, capturing stories over coffee and cookies. The result took a new level of honesty to the screen and brought True Service to life. Unfortunately, Kal Tire has since returned to an 'actors-and-script' format, but for a time, truth in advertising was not an oxymoron.
For more detailed information on the research and strategy behind this case study, contact Cam Landell at Big House Communications.