Taking a fresh look at Homebase’s brand
Bringing Homebase’s new brand to life with their spring campaign
Homebase’s new spring campaign? It all starts with Ride Shotgun. After repositioning the brand earlier this year, we’re proud to launch our very first campaign as Homebase’s lead creative agency. As brand guardians we’re responsible for setting the tone, look and feel for all of their creative work.
The spring campaign brief was significant as it marked the first step in bringing our earlier brand strategy work to life. It required a strong repositioning of Homebase in a fluctuating market.
We needed a campaign to bring Homebase front of mind for young families and project fans wanting to improve their home and garden.
The concept had to be fresh, eye-catching and to the point, building strong consideration and recognition of the new brand positioning – homes and gardens made easy. And run across radio, print, TV, paid and organic social.
Our creative team got their heads together using in-depth research and analysis from the strategy team. And landed on the winning concept, it all starts with Homebase. This brought to life the easy nature of Homebase’s offering: all under one roof at affordable prices with advice and inspiration on-hand.
We took an emotive storytelling approach to show projects from beautiful finish to a simple Homebase start. All the while keeping the tone, look and feel light, relatable, fun and above all easy.
Once creative had been signed off and finalised, the RS production team got started, working to a fast turnaround and tight budget. They facilitated a six-day shoot on location, in-store and in-studio – a film and stills crew were coordinated to minimise the impact of in-store filming.
In a super short time frame the whole team from art directors, to copywriters, to production and client services produced campaign content that delighted the client. This included multiple videos for online and TV, stills for POS, print ads and social media across multiple channels and territories. Here’s what Homebase had to say:
The creative work looked great and there were loads of fab ideas in there. It was also brilliant to see all the messaging and thinking coming to life. Thanks for jumping on all this stuff so speedily.
Amanda Clift, Brand & Insight Lead
The Board LOVED the ad! Massive well-done guys! Thank you to everyone involved in pulling this together at record speed.
Claire Abercrombie, Director of Customer, Marketing & Brand