The cost of living continues to challenge. But it’s also spring in the UK. Transforming one’s home and garden beckons. B&Q is helping by nailing down hundreds of prices across spring essentials from barbecues to lawnmowers.
Uncommon and The Glue Society are capturing both the dream of preparing for sunshine and the promise of being able to do that for less with a gorgeous art film that demands attention. Prices. Nailed film was shot entirely upside down in a beautiful suspended reality, in which B&Q’s products were literally and figuratively nailed down.
The film opens on a collection of everyday items, each meticulously chosen to highlight household goods rising in price – a carton of eggs, a bag of flour…
As they do, some break free. A pint of milk splatters everywhere, a piggy bank smashes with the money saved now lost. These moments were crafted to directly reflect the financial strains and struggles the UK is facing right now.
As the film draws to an end, a range of items is left behind. These form the shape of a hammer. These are B&Q’s nailed down priced products. The film shows B&Q’s offering in sharp contrast to the rise of costs across other everyday essentials — bringing a meaningful and powerful message to the objects.
Tom Hampson, marketing director, at B&Q, stated, “Spring is always an important time of year for our customers, who turn their attention to resetting their gardens and giving their inside spaces a makeover. With rising prices across household bills, we know the dynamics will be different this year, but we still want to help our customers make the most of spring. That’s why we’ve nailed down prices on hundreds of essential spring products. We’re so pleased to be launching our ‘Prices. Nailed’ campaign to shout about it with this beautifully crafted piece of work from our long standing partners at Uncommon.”
The film was shot with an inverted camera to capture the series of movements created by the cascading montage of objects. All the items were suspended from a large frame and cut down one by one, with the falling shots filmed in one take to demonstrate the true nature of gravity and, thus, the fall. It will be aired across TV, VOD, digital and social in the UK for one month. The full campaign also includes radio as well as some bold and colourful outdoor and press executions to come later in April.
Credits:
Client: B&Q
Creative Studio: Uncommon
Production Companies: Biscuit Filmworks UK x Revolver
Director: The Glue Society
Producer: Tom Birmingham
Managing Director: Rupert Reynolds-MacLean
Executive Producer: Samantha Chitty
Head of Production: Polly Du Plessis
Production Manager: Adam Oyejobi
Director of Photography: Krzysztof Trojnar
Production Designer: Mark Connell
Stylist: Molly Robinson
Hair & Make Up: Poppy France
Editing Company: Tenthree
Editor: David Whittaker
Post Production: Electric Theatre Company
Executive Producer: Vic Lovejoy
Producer: Joe Billington
VFX Supervisors: James Sindle & Amy Smith
2D Lead: Amy Smith
Comp: Tane Welham & Catarina Goncalves
Grade: Jason Wallis
Sound: String and Tins
Audio Post Production: String and Tins
Sound Design: Adam Smyth
Audio Mix: Joe Wilkinson
Audio Producer: Olivia Endersby
Music Supervision: King Lear
Music Supervisors: Sarah Giles & Kaya Pino
