Page 35 - HW May 2022

B&Q “flips” into
new brand campaign
Wesfarmers stablemates Bunnings and Coles have begun trialling half a dozen all-electric Fuso eCanter trucks supplied by Linfox.
Bunnings’ e-trucks have rolled out
in Melbourne’s southwest, using a fast charger at its Laverton distribution centre enabling charging to 80% capacity in an hour, while Coles’ eCanters will operate from its Eastern Creek distribution centre for use around NSW.
Based on anticipated usage, and powered by 100% renewable electricity, Linfox estimates at least 60 tonnes of carbon dioxide equivalent emissions (CO2-e) can be avoided annually using an eCanter compared to the same size Euro 6 diesel powered truck.
The electric vehicles form part of Bunnings’ sustainability strategy with a pledge to reach net zero Scope 1 and 2 emissions by 2030.
The trial will assist Bunnings to assess methods of transitioning to lower emissions transport in its supply chain in the future.
Last year, Australia Post added 20 eCanters to its national fleet, with a lease program keeping the trucks on Australian roads for the next six years.
A Fuso eCanter is also on now the BevChain Lion fleet, delivering beers from BevChain’s automated warehouse to pubs, bars, and clubs in metropolitan Sydney.
www.linfox.com
“AT B&Q, WE’RE not letting life pass you by,” says the UK DIY retailer of its new campaign, “Change. Made Easier”, launched late last month.
“Whether a surprise pregnancy is transforming your spare room, or the kids that have moved out are moving back in, we’ve got you covered so you can make the change you need.
“With home delivery, Click + Collect, over 300 stores, and installation, we’re here to help you react to the revolutions of life.”
The reference to pregnancy
refers to the launch TVC called “Flip”, by Uncommon with Pulse Films, which centres on an expectant mother, and shows how B&Q comes to the rescue when her world is turned upside down with a baby on the way, and showcases how the brand makes it easy for people to keep pace when changes happen in life.
“Flip” opens with the piano from David Bowie’s iconic Sound and Vision, as our pregnant protagonist begins to move through her home with this news at the forefront of her mind and starts planning what needs to change around their home.
Controlled chaos ensues as the home is imagined being rapidly reimagined, deconstructed and reconstructed, while our prospective mum stays in control throughout
Chris Graham, B&Q Director of Marketing, says of the campaign: “Today,
as the world opens up, change continues to be all around us. Adapting to that change isn’t always easy and when
it comes to home improvement our customers have less and less time to make the changes they need.
“Almost a third of consumers tell us that time is a key barrier for them. At B&Q, we’re on a mission to ensure that improving a home and building a life with B&Q is easy and convenient – whether via our stores, our app or online at DIY. com.”
“Flip” was directed by Oscar Hudson, who’s best known for his award-winning music videos for the likes of Bonobo and Radiohead and was shot entirely in-camera using a massive 24-ton rotating set.
View the TVC yourself at the URL below.
www.diy.com/change-made-easier
Bunnings and Coles
trial e-trucks
global eyes
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MAY 2022 | NZHJ 33