B&Q Belong Diversity & Inclusion

We were asked to build the campaign upon five messaging pillars that grouped together all the benefits of working at B&Q. These are Belonging, Diversity & Inclusivity, Benefits, Learning & Development, and Flexibility & Stability.

It was time to show people how it feels to work at B&Q; to show candidates and current employees the authentic benefits, how they can be part of a family at B&Q, and make B&Q stand out so people choose working here over anywhere else.

We started working on a new campaign to sit alongside the main employer brand ‘Together We Can’. We were focused on a diverse audience with differences in ages, genders, religions, ethnicities etc. In short: a real audience that reflected everyone who belongs at B&Q.

We listened to the real stories of the real people who work at B&Q. These stories emphasised how B&Q had supported employees, through their personal and work lives, and why that’s so important here.

We landed on 5 stories to fit 5 films, leading with emotional pull. These films would easily cover 4 of the pillars, but we figured our benefits pillar needed a different approach.

With over a dozen independent benefits and no heartfelt story to cover them, print and social was the way to go. We decided our statics should be bold, punny, and playful and our films warm, homely and heartfelt.

For our statics, we wanted to showcase the smaller bits that make a big difference, hammered home with the people of B&Q. These needed to be bright, bold and follow a similar structure as B&Q’s consumer brand. And we think we hit the nail on the head.

Let’s cut to the films…
We took inspiration from the beautiful stories of the diverse, passionate, hard-working people of B&Q.

And with Mel, Daniel, Abi, Teejay and Bhav – AKA the real orange apron wearers – leading our films, we could authentically show the individual ways people Belong at B&Q.

We needed these to feel like those home videos you love, with a script and VO that homed in (pun intended) on the realness of each story. By recording on 16mm film, this was made even more beautiful.

Now sitting on a dedicated ‘Belong’ page on the B&Q careers site, they can be seen in all their glory.