Kingfisher is Europe’s largest home improvement retailer, with brands including B&Q, Castorama and Screwfix occupying over 1,200 branches in 10 European countries. On this occasion, we were tasked with creating all the visual content, to be used across all markets, for Kingfisher’s Outdoor Living range review. This spans lifestyle imagery, cut-outs, instructional how-to videos and more inspirational range and product videos.
To fit with their ONE Kingfisher business strategy, the pan-European content is created centrally, cost-efficiently and with maximum output and usage, combining other product categories beyond the Outdoor Living range to maximise budgets. But content that’s well-received in one European country may not resonate in another. So we took the time to listen and learn about the nuances of each market and we created culturally relevant, authentically styled, flexible set designs, with every element and camera angle of each garden and balcony pre-planned to accommodate the new range of products through mood-boards, detailed set plans and colour illustrations. Working closely with Kingfisher, we meticulously planned the production of the high volume assets, along with the massive logistics operation to transport samples, set materials and props to our garden production hub in Portugal. Our in-house makers custom-built the multiple garden sets.
We produced over 1,800 lifestyle images and 26 videos over a 5-week shoot period to launch Outdoor Living in spring and continue activity into summer, ensuring it would work across online, offline and social channels at every stage of the customer journey. The result is a substantial increase in the take-up of content by local markets.