B&Q continues to have a good time the sentimental facet of DIY

The campaign includes a total of 17 different posters celebrating everyday tools such as nails, hammers and paint. They are accompanied by short or one-word slogans that indicate the domestic potential that a fair bit of DIY can unleash.

"Even if you just stick a nail in the wall to create a picture, you get a warm feeling – and that's progress, that's changing," Nils Leonard, founder of Uncommon, told CR. "It's powerful because it's hard in the world right now to see us progress. Our profiles are online. We buy things digitally. So the physical change in your home is much more powerful than we think."

While researching the campaign, Leonard came across the work of Richard Paul Lohse, who often used large, cut-out photographs of objects – as can be seen on this poster for the exhibition Musical Instruments, Museum of Applied Arts Zurich.

It's something that Uncommon referred to in photography for the posters, where relatively mundane objects are placed in front, center, and nearby.

"Lohse would create these crazy annual reports with a picture of a sink or a wrench and they would be clipped and used really graphically in a powerful, gridded, Swiss, brutal way," explains Leonard. "So it was about how we take devices like a nail or a wrench – the cornerstone of home improvement – and talk to its mind."

Remarkably, the images sit on a huge area of ​​B&Q Orange – a color that Leonard says the brand often minimizes, but which Uncommon wanted to bring to the fore. "It's our orange homage to Swiss modernism," he jokes.

The campaign follows shortly after Uncommon's TV commercial "Build a Life", which both take the same emotional approach to home improvement and help us create a home.


The post B&Q continues its celebration of the sentimental side of DIY, first appearing on Creative Review.