Let’s be honest—advertising sausages and hams is the ultimate creative challenge. It’s not glamorous, it’s not trendy, and it’s definitely not the stuff of Instagram dreams. In fact, in my entire career, I’ve only seen one ad for sausages that actually worked—and that’s because it was funny. But did it make you believe the sausages were good? Not really.
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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.
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