B&Q
Today We Do!
When home improvement inspiration is everywhere, what people really need is the confidence to get started. This new integrated campaign encourages the nation to move from dreaming about home improvement to start doing.
The Opportunity
The campaign taps into the surge of DIY inspiration flooding social feeds and is built on the insight that while Britain is great at saving or ‘pinning’ ideas, it’s more hesitant at starting them. ‘Today We Do!’ reframes DIY from something that is daunting, a chore, or high stakes into something much more achievable, and possibly fun along the way. The campaign positions B&Q as the catalyst that turns intention into action.
The Work
At the heart of the campaign is a 40 second hero film which was launched during the BRIT Awards. Set on a crisp weekend morning, the film opens on a crowd of people on the brink of action. An everyday home improver takes on the role of unlikely leader, riding a lawnmower as he delivers an emphatic rallying speech that urges the nation to begin their DIY plans. As tools are raised and momentum builds, the film lands with the motivating call to action, “Today, we do.” The rallying cry continues cross OOH and social with executions designed around prompting action. The creative features hands gripping home improvement tools against B&Q’s signature orange background, paired with motivational slogans such as “Today we do” and “Crack on”, encouraging the nation to move from planning to action.
Brand Positioning
The campaign positions B&Q as the multi-specialist retailer with the range, value and expertise to help anyone turn their home improvement ambitions into reality, whether they are renters or homeowners, first-timers or experienced DIYers.
The work marks the latest evolution of B&Q’s iconic ‘You Can Do It’ platform, with further chapters rolling out across multiple home improvement moments throughout the year, with a campaign focusing on Garden DIY in the works for Spring.
