OVERVIEW
Happy birthday Woodie's.
There’s nothing quite like a birthday or anniversary to give pause, take stock and look back with pride on the road travelled. So when Woodie’s asked us to help them celebrate their thirtieth year in business in 2018 we knew we were going to have a little fun. Woodie’s are constantly evolving and having re-branded them in 2014 we were really looking forward to get back into the centre of the brand and celebrating it once again.
Our brief was to create an anniversary mark and broader identity and address their ambitions of it for the year. Woodie’s asked us could it; fit in with their brand, work from the very simple or expand to a wider campaign, be cognisant of their product categories, work across all media – traditional, digital, social, in-store, have longevity for the year, create excitement with their consumer and be engaging for their colleagues.
The 30 Creative.
Thirty years is a long time in retail and Woodie’s have been at the centre of Irish DIY, home and garden over those three decades.
We wanted their range diversity and experience to come across in their anniversary mark. We took a little licence and ‘dipped’ the 30 mark into a range of product categories; paint, plants, garden, barbecue, etc. and coupled it with playful copy such as ‘Blooming for 30 years’, or ‘Mixing it up for 30 years’. These little splashes pop up across the whole store as well as outdoor advertising, press and inspirational magazines. With some new colour introductions we even brought a fresh look to their uniforms.The pattern of things to come.
The big 30.
While all the brand identity assets were sure to encapsulate the brand in celebration and the excitement to boot, we wanted to go a step further and try to tell the story of what Woodie’s had built and created over thirty years, through their staff drive and inspiration. We had an idea and we called it ‘The Big 30’ – a totem to centre the year’s celebrations around.
To give the celebrations even more scale we commissioned W Display to build a giant ‘30’ with Woodie’s colleagues to showcase their products and to make the thirty year story come to life.
At three metres tall, the Big 30 was visible from anywhere in the store! The documentation of its design and construction and Woodie’s staff participation in that process allowed us to tell the story of an Irish brand that has built a community of colleagues and customers that appreciate what it means to be experts in DIY and home improvement.
Having the idea is one thing…
Executing the plan required the design and creative input from a number of collaborators on this project. Filmmakers Banjoman; set builders W Display; stylist Eleanor Harpur and photographers Gary Belcher and Trevor Hart were all commissioned to help us tell the story.
WHAT WE DELIVERED
Campaign
– Campaign Creative
– POS & Instore
– Livery & Ephemera
– Out of Home
– Display Design & Build
– Video & Art Direction
We wanted their range diversity and experience to come across in their anniversary mark. We took a little licence and ‘dipped’ the 30 mark into a range of product categories.
To go a step further and tell the story of what Woodie’s and their colleagues had created over thirty years, we had an idea to showcase. We called it ‘The Big 30’.
