Screwfix, the UK’s largest multichannel retailer of trade tools, accessories and hardware products, has launched a brand campaign called ‘The Choice of Champions.’ Created by Chime360, the campaign reveals a complete refresh of the Screwfix brand identity.
‘The Choice of Champions’ 40-second hero film is running now and will be supported by a 30-second and two 20-second cut downs which will roll out across TV and VOD until the end of April.
Supporting this, other elements of the new Screwfix brand campaign include Out of Home, digital and social, with media buying by Wavemaker. The campaign will also extend across the company’s main consumer touchpoints, including the Screwfix website, catalogue, company collateral and all in-store retail assets.
The campaign signals Screwfix’s established positioning as the ‘champion of the makers and doers’, focusing on the talent, skill, strength and dedication of real tradespeople and reframing them in a different light, banishing the outdated, stereotypical category codes that Screwfix says have been wrongly affiliated with the construction industry.
The 40-second hero video is set to the backdrop of Mozart’s Requiem symphony. The film opens with various close-up shots of everyday building sites and DIY moments, such as tying boot laces, putting on protective eyewear, and working on site with power tools. The dramatic music is interrupted with construction noises of drilling, hammering, and digging, as well as tea being stirred and the hero tradespeople enjoying a break as they tuck into their sandwiches. The music builds to a crescendo with one of the builders poised ready to dramatically knock through a wall. As the hammer is brought down, the rubble smashes through in slow motion and concludes with hero close ups of the Screwfix champions. The final frame of the film is filled with sparks representative of celebratory fireworks which reveal the new Screwfix strapline ‘The Choice of Champions.’
“Our customers are champions,” said Screwfix Director of Marketing, Jack Wallace. “We wanted to create a campaign that showed their skills and dedication by putting them front and centre. We wanted to celebrate the critical role our customers play in making, fixing, maintaining and building by celebrating them for the super tuned professionals that they really are. We’re incredibly proud of ‘The Choice of Champions’ and thanks to Chime360 we’ve been able to bring our customers talent, focus, skill and dedication to the fore.”