9 months ago
Wickes, the home improvement retailer, has released their first campaign from VCCP to help ‘Cure Housebarrassment’ - the feeling of unease or embarrassment at the thought of guests seeing certain elements of one’s home.
The work features a couple who are thrown a curveball when long distance friends announce they're visiting for the holidays. Dan and Bridget then turn to Wickes to help transform their kitchen in time for their guests.
The campaign is based off Wickes’ research demonstrating that 61% of Britons admit to being embarrassed by at least one aspect of their home. Whether it be little scratches and scuffs, or dated and tired fixtures, the survey revealed that 41% wished their homes looked better, and a third (33%) admitted to apologising for the way their home looks. Over a third (35%) even claim to feel judged by guests who have been invited around.
Mandy Minichiello, head of showroom marketing at Wickes, comments: “With our research demonstrating that so many people in the UK have felt embarrassment of some element of their home, we want to help customers understand that anything from a lick of paint or updating kitchen can make a huge difference to help ‘Cure Housebarrassment’. We have a wide range of products available for projects whatever the size, along with a wealth of insightful resources to draw upon, whether that be our step-by-step how-to guides, or our expert design service to transform your kitchen or bathroom."
Simon Learman, creative director at VCCP, added: "All our homes have forgotten, unloved areas. Dark recesses we wouldn’t want people to see. Wickes’ playful new film offers to ‘Cure our Housebarrassment’. It shows a young couple’s discomfort as the prospect of foreign visitors forces them to confront their tired kitchen. The dulcet tones of Phil Spencer, from Channel 4’s ‘Location, Location’, offers welcome comfort as he explains how Wickes can ‘Cure Housebarrassment’ by creating their dream kitchen: from design to ‘show off ready’. As well as carry out the installation. Rest easy Britain, Wickes are ready to ‘Cure Housebarrassment’ for us all.”
The campaign launches on 20th December across TV and radio.
ECD: Darren Bailes
Creative Director: Simon Learman
Copywriter: Pip Bishop
Art Director: Chris Hodgkiss
Agency Producer: Ben Catford
Designer: Jordan Blood
Senior Account Director: Clare Greenhalgh
Account Manager: Issi Lloyd-Waite
Planning Director: Ross Cameron
Planner: Ali Brown
Media Agency: Carat
Media Planner: Steve Shaw
Post Production/Editor: White House
Categories: Home, DIYVCCP, 9 months ago