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Paris-based agency BETC agency sent a house to the sea for an ad

By afaqs! news bureau, Mumbai, March 22, 2017
The ad for French home improvement company Leroy Merlin, is a metaphor for a DIY journey
A still from the Leroy Merlin ad shoot

Emphasising the personal aspects of taking on a massive home improvement job by oneself, French home improvement and gardening retail company Leroy Merlin has just released a campaign called 'Life's Adventure'.

Ad week reports that Paris-based agency BETC's Shopper division has created this ad which shows a couple's uprooted fixer-upper home taking to the seas as they begin the 'long, emotional task of turning a house into a home'.

"The initial client brief was to transition Leroy Merlin from a DIY store to a brand dedicated to home improvement projects," explains associate director Carole Penillard of BETC Shopper to Adweek's Adfreak. "The creative ambition was to produce a film that elevates the message of the brand and differs from competitors that simply show cute finished homes in small comedy films and are far from reality," he adds.

BETC Paris executive creative director Olivier Apers says that The idea was to avoid a classic DIY film, full of product shots. He explains,"We were looking for the best metaphor to illustrate the renovation project of a house," adding that the result had to be 'both spectacular and poetic'.

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