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B&Q Launches 'I Did That' Campaign by McCann Erickson



Promoting a sense of pride in completing a DIY project

B&Q Launches 'I Did That' Campaign by McCann Erickson


B&Q, the UK's most helpful home improvement retailer, announces the launch of its new Spring Summer marketing campaign aimed at inspiring the nation with the confidence to improve their homes and gardens and to be able to stand back with pride and say "I did that" with the help of B&Q.
The campaign, created by McCann Erickson will launch nationwide on air and online on 19th March. The TV ad is themed on a series of everyday people at an extraordinary moment in their lives; from harvesting a giant pumpkin to a dad-to-be surprising his heavily pregnant wife with a beautifully decorated nursery. We've all been there, at that universal moment where we've completed a spot of home improvement and stepped back to admire our achievements, however big or small. Regardless of what we've done, we've done it, it's ours and we're proud of it.
The TV ad takes us through a sequence of amusing and poignant home improvement vignettes of people celebrating the good life in their homes and gardens, focusing on the moment of accomplishment that comes with completing tasks that transform your home into a stunning space. On every face is a sense of achievement and satisfaction, before each person can no longer contain their pride, stepping back and saying "I did that" as they celebrate the moment on their own, or with family and friends.
The campaign is a real step on from previous work for the retailer, with a more engaging emotional message moving away from previous, more functional creatives. The look and feel of the campaign builds on the work the retailer has been doing to improve its products, brands and communication channels, appealing to more female customers who are more often than not the key decision maker in home improvement purchases.
Each vignette supports the retailer's new season product launching in stores now under its new group brands; Blooma, Colours, MacAllister and Verve.

 B&Q will be previewing the ad through Facebook and Twitter where they will be asking fans to share what they think about it.

The ad is played to a version of the iconic Crosby Stills and Nash's "Our House" which has been re-recorded by up and coming indie five-piece band Amber States. B&Q's commercial will mark the north London's band's first big break into the commercial market, and the single is schedule for release through iTunes and Spotify, 16th March.
The TV ad is part of a wider campaign to help instil customers with the skills and confidence to improve their home through help and advice from in store classes, on line YouTube How To's, B&Q's celebrity ambassadors (Alan Titchmarsh, Kirstie Allsopp and George Clarke), qualified in-store experts, in store demos and helpful new products. The creative will be mirrored in forthcoming press ads, digital marketing, social media, PR campaigns as well as in store.
Katherine Paterson, B&Q's Marketing Director said: "It's important to recognise that completing a home improvement job for the first time, however big or small that may be, can offer an enormous sense of satisfaction. That's what our campaign is focusing on. It's about the feel good factor we all get from making improvements to our homes and the lives of our families. At B&Q we have all the help and advice in store and online you need plus the widest affordable range of new products this season to inspire the nation with the confidence to get stuck in, have a go and revel in the moment they can turn back with pride and say "I did that"."
Click the link to view the work
Creative Directors: Geoff Smith & Simon Butler
Art Director: Simon Butler
Copywriter: Geoff Smith
Account Director: Samantha Kennedy
Agency Producer: Paul Mackersey
Photographer: Olly Ball
Director: Jackie Oudney
Production Company: Rogue Films
Producer: Maddy Easton
Post Production: Chrome
Sound Design: Chrome


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McCann EMEA, Mon, 19 Mar 2012 15:32:23 GMT