BETC Paris discovers the romantic side of DIY

We’ve had one helping of BETC Paris already today with my friend Michael Lee’s interview with founder and CCO Remi Babinet (below).

But that’s no cause for discrimination when it’s just produced what might be the most original DIY ad in years, for France’s Leroy Merlin. It’s school of IKEA (which I wouldn’t call a DIY store although I try quite hard not to go there) but none the worse for that.

MAA creative scale: 8.5.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.