Vancouver-based agency Smak has been selected as the Canadian MAOR of the international furniture brand Nood.

Smak’s first job of the year-long agreement will be to focus on bringing a non-traditional approach to the holiday season.

The target demographic of the store chain, which offers high-concept furniture designs at a lower price point, is professional urban women, and Smak will be trying to attract their attention in a number of ways, Jeff Berry, director of media integration, Smak, tells MiC.

For the holidays, there will be OOH, direct mail, online and an experiential activation in Calgary and Vancouver.

‘We take a really non-traditional approach when it comes to reaching the consumers. We’re not biased to one medium or another,’ says Berry. ‘In a category like furniture, they really, really, really need to differentiate themselves.’

In Canada, Nood operates five stores in B.C.’s Lower Mainland and in Victoria, as well as two in Calgary. They didn’t previously have a dedicated media agency. Nood also has stores in the US, New Zealand and Australia.

Smak is a full-service agency headquartered in Vancouver and has been in business for seven years. It also has an office in Toronto.