B&Q Unleash The DIY Beast In Everyone

On the 4th April, B&Q launched their new brand campaign, motivating consumers to work on their home improvement projects this Easter. The campaign is centered round the idea ‘Unleash the B&Q in you’, to remind and motivate people that they can do home improvement, no matter how big or small the job. Central to the advert is B&Q’s iconic orange apron synonymous, with B&Q’s staff and the help they give in store.

Chris Moss, Customer & Marketing Director, B&Q said: “Empowering people to pick up those home improvement tasks has been central to B&Q’s DNA for 45 years. It’s time to inspire people to ‘get up off the sofa’ and ‘unleash’ the gardener, painter or barbecuer.  We all have it in us to be great DIYers, sometimes we just need a little motivation and some helpful advice – which is where B&Q comes in. At the heart of the advert is the iconic orange apron, something all our staff proudly wear, and which symbolises the ‘can do’ attitude the brand encourages people to ‘unleash’ towards their DIY projects.”

The campaign is the first to be created by WCRS in conjunction with B&Q. B&Q is investing over £10m in the new campaign. It will be spearheaded by a 60” TV commercial directed by Olly Williams (HSI, London), which shows a series of vignettes depicting everyday people in various scenes. To the accompaniment of Snap’s ‘I’ve got the power’, we see the people’s clothes suddenly disappear to reveal an orange apron beneath as they strike a pose on an orange B&Q bucket. In this form, they are ready for anything!

The campaign will be further supported by 30” executions highlighting B&Q’s extensive paint range and new easyGrow™ with Teabag Technology™ plant product. WCRS has also developed a new 20s value template to showcase the great weekly offers at B&Q.

Ross Neil, Creative Director, WCRS said: – “Nobody wants to been seen as someone with a moping, can't do attitude. Everyone wants to be seen as a can do person, someone with a little B&Q in them. Someone who can get on and do the job. With the help of Olly (director) we've managed to bring this to life in an extraordinary way. All the ads are B&Q from the core featuring the famous orange apron, we just wanted to remind people how much they love B&Q in an entertaining manner.”

The media strategy was devised by B&Q and MEC, a leading media agency which undertook all media planning and buying activity for both the 10 second terrestrial teaser spots and full 30 and 60 second ads.

Client: Chris Moss, B&Q 

Agency : WCRS 

Creative Director: Ross Neil 

Creatives : Jane Briers and Dave Cornmell 

Agency Producer : Eliot Liss and Chantelle Bloom 

Account Handling : Matt Edwards, Megan Armitage and Richard Williams 

Production Company : HSI

Director: Olly Williams 

Producer: Simon Monhemius

Editor : Leo King @ Stitch

Post-Production: Absolute Post

Audio: Munzie @ Grand Central