As The UK moves into spring, Uncommon Creative Studio’s work for DIY-retailer gets bold and reassuring, with a collection of outdoor billboards that are confident in design – stripped back using the brand’s well-known 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 heavy weight suggested by the visuals are offset by delicate typography that underlines the campaign theme, “You can do it.”

The campaign empowers the UK 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 photographer, James Day, 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 was built on B&Q’s Slice of Home Life report, that revealed 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, the words, You Can Do It, play an important role in, giving people the confidence to tackle their DIY projects.

The new work extends the campaign that recharged B&Q’s 40-year-old You Can Do It promise in February.

The full  covers out of home, TV and VOD for the next few months.

Credits:

Client: B&Q
Creative Studio: Uncommon Creative Studio
Photographer: James Day
Photographer Agent: Siobhan Squire
Media Agency: Dentsu