Merlundies

We were tasked with creating a groundbreaking campaign that could reinforce Leroy Merlin's position as a "problem solver" with a deep understanding of their costumers, during Obramat's opening week, which would coincide with heavy media spending by their newly arrived rival

We needed something that resonated with our target audience, demonstrating that Leroy Merlin understood their needs and was willing to provide practical solutions while cutting through the noise of traditional B2B advertising and generate genuine engagement and brand loyalty.

The goal was to transform a common workplace annoyance into a memorable brand experience, solidifying Leroy Merlin's position as a partner who truly "gets" the trades. The campaign's success was amplified by the surprisingly universal nature of the problem. Online engagement and social media comments poured in from tradespeople worldwide, confirming that "builder's bum" is a shared experience across cultures and continents.