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Homebase

  • Georgia Weiner

Challenge To give Homebase a distinct and meaningful role in customers lives which would help them fall back in love with the brand. Be true, relevant and distinctive. Capture the spirit of people coming together. Insights -In all the chaos of 2020 we have been reminded of our most powerful quality- kindness​​​​​​​ -After lockdown, the brands who will thrive will be those who lift us up and make our lives and communities better. -For the first time we have experienced the loneliness and struggle of social recession. Strategy Show audiences that after quarantine the kitchen is a place for fresh memories, shared experiences and new beginnings with old connections. Big idea When we’ve all lived apart for so long, lets share the joy of food, laughter, conversation and togetherness with everyone, and say thank you to those who deserve it most. Some of the best moments, parties and reunions happen in the kitchen so lets bring that to everyone.

Launching the campaign with direct mail leading to the experiential; Inviting local communities out to experience what they’ve been missing. Images focus on heart warming moments which we have long been denied. “Lets make up for lost time, catch up and toast to togetherness’.
Direct mail would also include a party planning checklist, including different touch points interacting with the brand and services.
This would lead to our experiential part of the campaign; Using the same feel as the Queens jubilee we would host and create a street party for communities  all over the UK. Made up from Homebase kitchens and dining sets, this would encourage a big reunion party, and create moments worth sharing hosted by Homebase kitchens.
T.v story board
Using well known photographer Martin ­Parr to capture the print ads.
Above print: Boy returning from university after lockdown, reuniting with parents.
Above Print: Grandparents meeting their new born grandchild for the first time.
In-store: releasing the print campaign in a gallery opening, all located in Home stores making Homebase kitchen showrooms into photo gallery's. Bringing audiences together in store to celebrate and reflect on these photographs, and cementing this part of history we have lived through. We would invite the public, journalists, editors etc to the showroom gallery, bringing exposure to the campaign.
Social: Homebase would create a hashtag to encourage UGC, and a social challenge which would aim to get audiences to share their reunions. Homebase would then repost to celebrate and spread the campaign.

'Hugged my nieces for the first time since quarantine started, emotional to say the least. Cant wait to cook up turkey dinosaurs and smiley faces with them. Never letting these two go again. #kitchensworthsharing @Homebase'
As this campaign will serve to showcase a special moment in time and become synonymous with the celebration of quarantine being lifted. Homebase will gift communities special Homebase plaques to commemorate this time in history.
On the Anniversary of the lockdown we would encourage future ‘Kitchens are better shared’ party’s to cement the occasion into communities.
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