B&Q asked us to help them recruit more 'friendly experts': employees who are passionate about DIY - and who want to share their passion with customers.
B&Q is different from its competitors because its staff members know DIY. When customers go into B&Q and see staff in the trademark orange overalls, they know they're in the presence of experts.
We recruit more friendly experts by celebrating the iconic B&Q overall.
We make the B&Q overall the badge of expertise and show individuals about to put on the B&Q overall - and live their passion. On the middle of the apron is their inner expert. When they don the overall, the expert will be unleashed.
By celebrating not just the B&Q overalls but the role of the individual, our campaign makes a job at B&Q aspirational.
Art direction - Alex Kaminski
Design - Alex Kaminski