Larry the Ladder Brings the Community Together in Woodie's Spot

On every street there’s the neighbour with the long ladder, wheelbarrow, or lawnmower - a handy practical object that gets passed around the neighbourhood whenever it’s needed. The latest creative campaign for Woodie’s from Droga5 Dublin, part of Accenture Song, takes a look at the unique position these objects (and their owners) can have on their street, in bringing neighbours together to love where they live.

In the new creative campaign, which airs this May bank holiday weekend, we meet ‘Larry’, who is known across the neighbourhood, a pillar of the community, a lifesaver… he’s also a ladder. After writing his name on the ladder some time ago, the original, human Larry has been almost replaced by his metal counterpart who helps neighbours across this tight knit community to get the job done.

The campaign inspires people to extend acts of homemaking beyond their own four walls, making neighbours feel more at home with each other. Larry the ladder tells the story of the power of a simple household object, bringing a whole community together.

Hilda Lyon, Woodie’s head of marketing says, “Customers are always at the centre of our creative planning process so when we learned that people in communities all over Ireland share large or expensive products that they buy from us, we wanted to celebrate this wonderful demonstration of community spirt.”

Shay Madden, creative director at Droga5 Dublin, part of Accenture Song says, “I love the way a neighbourhood can be brought together by a simple everyday household object. I think we all know a neighbour, a friend or a family member who has 'the thing' that you can borrow once in a while when you need it.”