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