Hendrixson's Furniture asked DEETER to convey to potential customers that their stores offer furniture in a wide variety of styles to a breadth of customers from all walks of life. In response, DEETER created the "It's so me!" advertising campaign to show that Hendrixson's can skillfully translate the different needs and personalities of its customers into beautifully decorated homes and businesses.

Working with National Geographic photographer Bob Krist, DEETER captured photos of Hendrixson's customers in their home settings for use in an ongoing advertising campaign that functions as its own concept yet ties in with the Hendrixson's overall look and advertising plan. The concept has become so popular that Hendrixson's customers are now asking to be featured in upcoming ads.

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