The campaign, which is based on the theory that “you don’t buy a life, you build one”, is the first in a series created with Uncommon Creative Studio to invoke a more emotional connection with B&Q.

As the UK took on more and more DIY projects in lockdown amid the coronavirus pandemic, B&Q aims to capitalise on the trend and convince consumers that “there’s so much more to everyday DIY”.

The campaign includes a 60-second video advertisement that has been released both on TV and online, which features archive footage from 69 families across 69 UK cities undertaking such projects.

B&Q has expressed a belief that anyone can change their homes to improve their lives, after a survey conducted by the retailer found that lockdown has changed British attitudes towards our homes for good, with 57% agreeing they are more significant in improving our lives than ever.

B&Q marketing director Chris Graham said: “At B&Q we’ve been making, growing and selling the tools, materials and know-how to improve homes for over 50 years. To us, these things are more than bricks and mortar.

“We believe that anyone can improve their home to make life better. It’s precisely this insight that makes us so proud and privileged to be a business where we can help people shape their homes that mean so much to them. Our 27,000 colleagues, myself included, love hearing about the projects our customers take on – it’s what inspires and motivates us. 

“It’s been great working with the team at Uncommon. The creative approach gathered many amazing stories of real families in their homes.  We learned how they improved them, and how they became places where important life moments were created. We hope the campaign reminds everyone of the magic and power of home improvement to do so much more than build a home.”

Uncommon co-founder Nils Leonard added: “‘You can do it’ has never been a more powerful thought. The idea that you can build a room, a house, a life. Uncommon are proud to partner B&Q in their mission to help everyone build the life they want.”

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