The Drum Awards Festival - Extended Deadline

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By The Drum Team, Editorial

March 1, 2012 | 2 min read

Homebase is today launching a multimillion pound campaign with Leo Burnett, creating a house made entirely from huge 20foot shipping containers.

The 40 second execution, with Media planning and buying by Mindshare, sees all of the rooms and gardens come together.

Justin Tindall, executive creative director at Leo Burnett Group, said: “The use of shipping containers in this ambitious execution allows us to push the scale of the Homebase transformation into a really dramatic and unique 3D structure, but also to reflect the reality of personal styling and choice with realistic room styles and sizes that you could put in an everyday home."

The campaign will be supported through Facebook and on the Homebase website, as well as through an ITV digital partnership.

Becky Brock, brand controller for Homebase, said: “We feel the new creative will engage more directly with our home enhancement customer and those who are making the decisions in improving and styling the home.

“We also wanted to ensure that the breadth of range and the style credentials are clearly communicated, and feel that this is a fresh direction in which to really show that like the blank canvas a container provides, you can personalise your own space with a little help from Homebase.”

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