Homebase coaxes consumers out of hibernation and into the garden

For the UK, getting fresh air is now limited to exercising responsibly once a day but, if you are lucky enough to have a garden or outdoor space, Homebase want you to get out there and enjoy it.

Izzy Ashton

Deputy Editor, BITE Creativebrief

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Homebase

Leading home and garden projects retailer Homebase has unveiled its new Easter campaign, built around the theme of ‘Grow a whole new Room’ as the retailer encourages customers out of their long hibernation and into the garden.

Agency:: Atomic, London

Disciplines

Advertising/Creative

Sector

Retail

Bite Insight

As we find ourselves now confined to our homes, seeking new forms entertainment and connection, the physical walls that surround us have never felt more present. But, as the many articles around supporting your emotional and physical health during these times will attest, getting fresh air everyday is one of the most important steps you can take.

For the UK this is now limited to exercising responsibly once a day but, if you are lucky enough to have a garden or outdoor space, Homebase want you to get out there and enjoy it. The brand’s latest campaign from Atomic uses the brilliant Gary the tortoise as a means of encouraging consumers out of hibernation and into the garden to, ‘Grow a whole new room.’

This latest ad is part of the ongoing Homebase campaign, ‘Feels good to be home,’ championing the insight that when our homes look good, and by extension in this campaign our gardens, we feel good as a result.

In the ad, we see Gary the tortoise emerging from his hibernation, barely able to contain his excitement at the prospect of exploring the garden as new flowers are planted, BBQs lit and new furniture assembled.

For those fortunate enough to have a garden in the current climate, now is the time to embrace being out in it. As we are encouraged to be smarter in our isolation and social distancing, a garden, however dishevelled, beautiful or haphazardly kept, offers some outside space in which to turn your face to the sun and just breathe.