Uncommon’s ode to resilience: B&Q’s ‘we will grow again’ spring campaign celebrates new beginnings

Spring is here and restrictions are lifting but let’s face it — with the South African variant at large, vaccine supplies patchy and travel in doubt – back gardens are likely to play a major role in summer 2021, just as they did in 2020, for those lucky enough to have outside space.

B&Q and Uncommon are seeing spring as a sign of hope and resilience with a new campaign that reassures us, “We will grow again.”

Nils Leonard, Co-founder, Uncommon Creative Studio added: “The arrival of spring has never meant more to all of us than it has now. We’re not just coming out of another winter — there’s a whole load of stuff we’re leaving behind this time. The sentiment that we will grow again is a lesson nature teaches us every year: the good stuff will always come through if you plant it.”

B&Q owner Kingfisher’s pre-tax profits were up 44 per cent last year, and sales are likely to hold up in 2021, so all credit to the retailer for continuing to invest in advertising. A skilful development of Uncommon’s “Build a life” B&Q debut.

MAA creative scale: 7.5

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.