Wickes
Store Openings
Wickes is targeting 20 new store openings over the next five years. So, they tasked us with creating a customisable campaign that can tease and announce new store openings around the country.
Taking inspiration from ribbon-cutting ceremonies, we came up with the idea of a bright blue ribbon running across each poster site. But instead of scissors poised to cut the ribbon, we see a series of tools – from garden shears to pipe-cutters to a saw – that can all be bought from Wickes.
Before a store is open, the ribbon will be shown intact, along with an “opening soon” message.
But once a store has opened its doors, updated posters will appear showing the ribbon freshly cut, while the copy will proclaim “now open”.
The campaign began in Aberdeen with other cities to follow. Each execution will also feature the location and address of the new store.
