2004: Gold KTR Award for the print advertisement Keep It Up (Tak trzymaj) for Castorama
Home improvement advertising isn’t usually associated with subtle humor and visual storytelling, but for Castorama, we wanted to create something that was both elegant and unexpected. Instead of the usual hammers and nails, we told a story of patience, anticipation, and a touch of absurdity—because when a product is worth waiting for, sometimes you just have to hold on a little longer.
The Concept: The Art of Waiting
In this bold yet humorous press campaign, a man is seen standing in his bathroom, quite literally holding up a makeshift door—a heavy curtain. His stance is confident but also slightly awkward, highlighting the temporary discomfort that comes with waiting for the right moment.
The tagline? “Hold on until January 26th” (Tak trzymaj do 26 stycznia). The reason? That’s when a major new shipment of doors arrives at Castorama.
The visual humor lies in the fact that the man is stuck in this situation until then—his body language telling a story of endurance, dedication, and maybe even a bit of regret for not upgrading sooner.
Why This Strategy Worked
- Storytelling That Engages
- The ad makes the viewer think and smile, breaking away from traditional retail promotions.
- Relatability
- Everyone has experienced waiting for the right time to buy something essential—whether it’s a sale, a new product launch, or just the right budget.
- Product-Driven Yet Entertaining
- The ad still centers on Castorama’s offer, but the message is memorable because of the way it’s delivered.
- Aesthetic and Unexpected for a Hardware Store
- With its warm, cinematic lighting and almost theatrical composition, this campaign elevated Castorama beyond the usual “practical” DIY communication style.
The Takeaway: Even a Store with Nails and Hammers Can Have Style
For me, as an art director, this campaign was about pushing the boundaries of how a hardware store can communicate. It was about proving that even in home improvement advertising, there’s room for wit, storytelling, and a refined aesthetic.
Because in the end, a well-crafted message is worth waiting for—just like a good door.
