Playful OOH From B&Q Helps DIYers Ease Into Spring

Uncommon creates captivating visuals

Hammers, saws and drills are home-improvement essentials, to be sure. But these days, a smartphone can prove an equally important tool for getting projects under way.

With that in mind, creative studio Uncommon dabbles in mild surrealism for DIY chain B&Q, with billboards and popping up this week across the U.K. Eye-catching visuals touts the ease of B&Q's "1-Hour Click + Collect" service, with playful photography by James Day.

Uncommon seeks to highlight B&Q's mission "to give customers the power to act whenever life strikes, to make the changes they need at a speed that works for them."

"To do this, B&Q knows it needs to be fast, efficient, available and convenient," the agency says. "This can only be made possible through and an unmatched network of over 300 stores. Together, they give customers access to the 1-Hour Click + Collect service on 28,000 items, and home delivery service on 35,000."

The stuff's not as dramatic as last year's house-flippery from the client-agency team. Nor as titillating as Uncommon's subscription condom brand campaign.

Still, the lively, colorful work subverts expectations and avoids cliched images of wrenches and nails. Instead, B&Q smartly reflects the fusion of comms tech and hands-on initiative that shapes our daily lives.


Project Name: "Ease"
Client: B&Q
Creative Studio: Uncommon
Photographer: James Day
Media Agency: Dentsu

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David Gianatasio
David Gianatasio is managing editor at Clio Awards.

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