B&Q Silences DIY Doubt in Striking OOH Campaign

Leading DIY retailer, B&Q launches their latest out of home series, the new campaign from Uncommon Creative Studio revitalises B&Q’s iconic trademark ‘You Can Do It’ – a slogan which has played an integral part in the brands heritage.

Since its inception, B&Q has been a brand that believes you can do it. B&Q’s Slice of Home Life report revealed that 80% of people want to make changes in their homes, but only 36% feel like they can actually do it. With people having less time, less money, less motivation and more worry about what could go wrong, these iconic words play an important role in empowering those embarking on their home improvement journeys, giving them the confidence to tackle their DIY projects.

The bold outdoor suite is confident in its design – stripped back using the brand’s iconic orange against dramatised images of B&Q’s products paired with witty copy and clever art direction.

The work features close ups of everyday DIY items photographed as large eerie objects, acting metaphorically as people’s DIY doubts and fears. The tools are styled and shot to be perceived as heavy and intimidating – but the hopeful copy juxtaposes this reality.

The effect created through the pressurising photography is then offset with delicate typography, toying with the functionality of the tool photographed. Tension is developed between the two emotions, silencing the doubt, boosting confidence and empowering the nation to pick up their tools and take action as the voice of doubt is loud, but a power drill is louder.

The images were shot by returning and renowned photographer James Day. James is best known for his brand and editorial work that has been featured in The New York Times, The New Yorker Magazine and Wallpaper.

The campaign also includes a hero film which was released late last month. The film shows various scenes of home improvement scenarios, with people giving in to the ‘can’t’.

Taking a gear shift, the characters then realise the tools in their hands are louder than the voices of doubt in their heads. Home improvements begin throughout each scene – doubt is ignored, and action has been taken because. ‘You Can Do It’ when you B&Q it.

The integrated campaign is live across out of home, TV and VOD for the next few months.