Playful OOH From B&Q Helps DIYers Ease Into Spring


Uncommon creates captivating visuals

Hammers, saws and drills are home-improvement essentials, to be sure. But these days, a smartphone can prove an equally important tool for getting projects under way.

With that in mind, creative studio Uncommon dabbles in mild surrealism for DIY chain B&Q, with billboards and popping up this week across the U.K. Eye-catching visuals touts the ease of B&Q’s “1-Hour Click + Collect” service, with playful photography by James Day.

Uncommon seeks to highlight B&Q’s mission “to give customers the power to act whenever life strikes, to make the changes they need at a speed that works for them.”

“To do this, B&Q knows it needs to be fast, efficient, available and convenient,” the agency says. “This can only be made possible through and an unmatched network of over 300 stores. Together, they give customers access to the 1-Hour Click + Collect service on 28,000 items, and home delivery service on 35,000.”

The stuff’s not as dramatic as last year’s house-flippery from the client-agency team. Nor as titillating as Uncommon’s subscription condom brand campaign.

Still, the lively, colorful work subverts expectations and avoids cliched images of wrenches and nails. Instead, B&Q smartly reflects the fusion of comms tech and hands-on initiative that shapes our daily lives.


Project Name: “Ease”
Client: B&Q
Creative Studio: Uncommon
Photographer: James Day
Media Agency: Dentsu


This article first appeared

Seeking to build and grow your brand using the force of consumer insight, strategic foresight, creative disruption and technology prowess? Talk to us at +971 50 6254340 or or visit

About Author

David Gianatasio

David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.

Comments are closed.