Homebase - Do your own thing

This paper describes the thinking behind a campaign that gives Homebase a clear positioning in the DIY market, setting it apart from B&Q and providing a central idea for all communication, from POS to Homebase FM radio.
Authors: Jonathan Wakeham and Richard Huntington

Homebase: Do your own thing

The new sex

Grey is the new brown. Cooking is the new rock 'n' roll. And DIY, so the Daily Telegraph told us, is the new sex (the only difference being that the wet patch lasts for four days).

How on earth did this happen?

DIY, surely, was something which trainspotters gave up when they wanted street cred. It was something done by men alone in sheds. It was shelving, rivets, grouting and rows of jam jars filled with nails, because you never know...

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