Up Your Street
Homebase has always been the go-to store for DIY materials & tools. But what people don't realise is Homebase has so much more to offer. As part of the brief, Homebase want to position themselves on the map as not just a hardware store, but somewhere customers can come and find inspiration for the newest interior design trends, learn the newest TikTok hack or simply find garden furniture that can turn their backyard into the perfect alfresco dining spot.
There are many types of people that want to do home improvement. And Homebase has something for you all. Whatever your project, whatever you need and whoever you are. From the midnight painter to the weekend warrior - we’re right up your street.
Taking a friendly, familiar phrase that not only reflects the enjoyment people feel when they improve their home, but signposts our expertise. And, shows our understanding of how diverse our customer base is, and their human stories. If you do home improvement, whatever that means to you, Homebase is Up Your Street.
The campaign brings to life diverse personalities and tone of voice across the campaign landscape, creating context and relatability to an audience who should see themselves in one or several of our character personas.
CAMPAIGN
CONCEPTUAL THINKING
DESIGN
A series of pop-up containers with different personas and personalities from the campaign, injected into them. Each container is unique, showcasing Homebase' various different products. All of these containers will be dotted around the streets in the UK, as well as subways, physical Homebase stores and in Shopping centres. If you're the Accessory Analyst, you'll find joy in the container which shows off all those fabrics, textures and funky pillows and if you simply just love gardening, you'll find your green thumbs being drawn to the container covered in greenery - Homebase has something for everyone, Homebase is Up Your Street.
