We have created a new brand platform for Leroy Merlin called “A Home You Love”, in which we showcase the everyday life of many Polish families – homes full of warmth, joy and stories worth caring for and about.
The execution
The main characters of the series of commercials are members of a 2+2 (and the cat) family. We get to know its home-events through the eyes of the youngest daughter, who comments every domestic situation in a distinctive and direct way. And these situations – as you might guess – lead to a visit to Leroy Merlin.
“We don’t have to be perfect at home,” says Dorota Bubka, Creative Director of GoldenSubmarine, “and it is our homes that witness all our imperfections. It is there we can be authentic. It is there we can allow ourselves to be ourselves. And that is what we show in our campaign: real, charming, full of warmth and unpretentious stories.”
In the first spot from the series, we tackled the topic of thermal-modernisation, which in many Polish homes should be addressed in the coming months and years. Leroy Merlin, together with their partners, prepared the “Energy-Efficient Home” service, under which they offer help at every stage of thermal modernisation – from a free energy consultation, through obtaining subsidies from government programmes to planning the works and renovation.
This is an extremely unglamorous topic in terms of advertising, but thanks to the little girl’s narration, even such a serious matter can be told in a simple and light way.
The second spot is about the place in every home that is extremely demanding because it has to accommodate the needs of every household member – the bathroom. In the spot we show that, thanks to Leroy Merlin, even the cat will be satisfied with the bathroom renovation.
We were responsible for the creative concept of 4 brand awareness spots. The shoot lasted 9 days. The director was Krzysztof Kosz and the production was handled by Dynamo.ce.
