Welcome to the future neighborhood. To the tune of the famed Mr. Rogers’ anthem “It’s a Beautiful Day in the Neighborhood,” we see a succession of people seemingly oblivious to the elements. A couple pushes a baby stroller along the sidewalk in the face of a powerful wind storm. Next, we see campers enjoying the great outdoors with a bonfire next to their tent–while the countryside behind them is ablaze, almost fully engulfed in flames. And finally we see a flooded neighborhood in which we see a man, waist deep in water, washing his car which itself is about two-third submerged.
A supered message reads, “Ignoring global warming won’t make it go away “
Credits
Agency: DraftFCB | Chicago Robin Heisey, executive VP/creative director; Joe Piccolo, VP/group creative director/art director; Chris Taciuk, associate creative director/copywriter; Judy Hamilton, co-head of production Production Company: Untitled, Toronto Chris Sargent, director/DP; Peter Davis, executive producer; Tom Evelyn, producer. Editorial: AXYZ, Toronto Pete McAuley, editor
Visual Effects: AXYZ, Toronto Dave Giles, Joel Saunders, Inferno artists Sound Design: RMW Music Mark Hukezlie, arranger; Vlad Nikolic, sound designer; Ted Rosnick, producer.
Screenwork Type:Best Work
St. Lukes and Director Neil Gorringe Are “Proud As A Peacock” For Wickes Home Improvement
Home improvement retailer Wickes unveils its first major brand campaign, which is based on the idea that the DIY giant has everything its customers need to make them feel “as proud as a peacock.”
It’s the first brand work by creative agency St Luke’s, since winning the account 12 months ago. .
The TV campaign comprises three 20-second films, all featuring people browsing in a Wickes showroom, choosing designs, and visualizing their new kitchens and the compliments they will receive from their friends and family. The three films--directed by Neil Gorringe via production company MYTHSMYTH--each focus on Wickes’ kitchen ranges, price, and the design and installation help they offer.
In this film, a man sets the scene by saying to his partner, “You know what your sister is going to say though?” As the woman imagines her sister asking if they’d mind if she got a matching kitchen, feathers fan out behind her back.
Wickes has built a rich heritage of pride since its launch over 5o years ago. This work marks an evolution of strategy for the brand as it evolves “feel house proud” and introduces its new campaign line “Feel as proud as a peacock”.
The new campaign anchors it to the brand platform away from the focus on embarrassment, instead honing in on the pride aspect, to reflect the feeling of optimism that accompanies a home improvement project. Phil Spencer, property guru and ambassador for Wickes Kitchens continues to be the voice-over for the campaign.
“Our campaign reflects the real sense of pride that Wickes’ customers feel after improving their homes,” said Richard Denney, joint chief creative officer at St Luke’s. “Pride and peacocks go hand in hand, and research showed that even younger... Read More
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