Online home decor retailer, Plank Hardware launches its first campaign film on 29 April 2022 to motivate customers to "get a handle on your home”.
Featuring authentic homeowners from the brand’s online community, the 50” film touches on themes of first-time buying, sticking to a budget, raising kids while renovating and escaping big-city-life. It was shot in three 'work-in-progress' homes in; Chelmsford, Essex, Hastings, East Sussex and Lewisham, South London.
In a bid to document the warts-and-all reality of renovating, Plank collaborated with full service creative agency CC Co. The film is directed by multidisciplinary creative Ben Brook, with photography shot by Manchester-based Jake Miller. The intimate, behind-the-scenes content gives viewers access to the real, far-from-perfect renovation process that is rarely reflected in the curated world of Instagram and Pinterest.
With a mission to inspire creative confidence in a new generation of homeowners and DIYers, the film’s narrative explores the highs, lows and “I can’t believe we did that” moments experienced by anyone tackling self-initiated home improvement projects.
The campaign film’s launch has been planned to coincide with the start of the May/June bank holiday season, Plank seeks to spotlight the get-up-and-go attitude it sees within its core customer-base — 25 to 45 year old homeowners that are willing to roll-up their sleeves and tackle DIY projects head on. The goal is to inspire more customers to optimise the upcoming longer weekends, encouraging them to tick-off creative home projects with the help of Plank Hardware products.