B&Q rallying cry urges Brits to crack on with DIY jobs

B&Q is aiming to get the nation to move from dreaming about home improvements to actually getting on with them in a new integrated campaign and brand platform from Leo UK, under the rallying cry of “Today We Do!”

From panelling to paint refreshes or bigger home improvement projects, the campaign taps into the surge of DIY inspiration flooding social feeds and is built on the insight that while Brits are great at saving or “pinning” ideas, they are more hesitant at starting them.

“Today We Do!” aims to reframe DIY from something that is daunting, a chore, or high stakes into something much more achievable, and possibly fun along the way. The campaign positions B&Q as the catalyst that turns intention into action.

At the heart of the campaign is a 40‑second film running on TV and a 60-second film on YouTube.

Set on a crisp weekend morning, the film opens on a crowd of people on the brink of action. An everyday home improver takes on the role of unlikely leader, riding a lawnmower as he delivers an emphatic speech that urges the nation to begin their DIY plans. As tools are raised and momentum builds, the film lands with the motivating call to action, “Today, We Do!” It will be supported by 20″, 15″ and 6″ cutdowns.

The rallying cry continues cross OOH and social with executions designed around prompting action. The creative features hands gripping home improvement tools against B&Q’s signature orange background, paired with motivational slogans such as “Today We Do” and “Crack On”, encouraging the nation to move from planning to action.

All media planning and buying has been handled by Dentsu.

The campaign is designed to positions B&Q as the multi-specialist retailer with the range, value and expertise to help anyone turn their home improvement ambitions into reality, whether they are renters or homeowners, first-timers or experienced DIYers.

The work marks the latest evolution of B&Q’s “You Can Do It” platform, with further chapters rolling out across multiple home improvement moments throughout the year, with a campaign focusing on garden DIY set to launch in the spring.

B&Q marketing director Katherine Paterson said: “Our latest campaign pays homage to the B&Q customers, of which there are over 20 million, and our invaluable colleagues across our 300 stores.

“It speaks to the passion we share with our communities in creating homes people love and enjoy. Whether a total beginner or an expert home DIYer, we want to empower those who do, to do more, and those who dream but don’t to start! Our customers bring the ambition and vision, and we make it easier by bringing inspiration, the tools and products, and the knowledge and expertise to get it done.”

Leo UK chief creative officer Mark Elwood added: “When home improvement inspiration is everywhere, what people really need is the confidence to get started. ‘Today We Do’ delivers that in bucketloads, refreshing B&Q’s platform into a rallying cry that inspires the nation to get stuck in.”