French DIY brand Kiloutou shows us what not to buy in Rosapark’s new campaign

“Rent, don’t buy” has become a voguish mantra for the fashion industry of late, but it’s long been a sensible option for DIY enthusiasts who need a power tool for a particular job.

French DIY equipment rental business, Kiloutou, has been sharing resources for four decades, so you can’t blame them for jumping on the virtuous, eco-friendly bandwagon. Especially as Rosapark does it with style and a sense of humour.

The reverse psychology in this campaign shows us how great the tools are and then tells us not to buy them. A good twist that hits home, if you’re interested in power tools and cement mixers.

MAA creative scale: 7

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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.