Insight: Michaels positions themselves as the "grandma" craft store. Their in-store and traditional advertising caters to an audience who only want to create tacky crafts.
Big Idea: Art is in the creation of a piece and taking tired, cliche mediums and using them to create high art. By encouraging consumers to make art their craft, they elevate their perspective on what they can create.
Credits: Jedediah Thunell - Video