Screwfix: The Choice of Champions

Screwfix, the UK's largest multi-channel retailer of trade tools, accessories and hardware products, launches its brand campaign called 'The Choice of Champions.' As a uniquely customer centric business, the new direction created by Chime360, reveals a complete refresh of the Screwfix brand identity. It is the first campaign since Chime360 won the business last year. Putting its customers at the very heart of the campaign, the new work debuts a new direction for the Screwfix brand which underscores its mission to be 'The Choice of Champions.' The brand campaign will go live across the UK, and represents an end-to-end overhaul of Screwfix’s brand identity, which extends across the company’s main consumer touch points including website, catalogue, company collateral, and across all instore retail assets. ‘The Choice of Champions’ signals Screwfix’s established positioning as the ‘champion of the makers and doers’. This disruptive, brand campaign focuses on talent, skill, strength and dedication of real tradespeople reframing them in a different light, banishing the outdated, stereotypical category codes that have been wrongly affiliated with the construction industry. Featuring the nation’s tradespeople, ‘The Choice of Champions’ launches with a 40” hero video, directed by 32, set to the backdrop of Mozart’s powerful Requiem symphony. The film opens with various close-up shots of everyday building sites and DIY moments, such as tying boot laces, putting on protective eyewear, and working on site with power tools, all moments representative of a Screwfix champion. The dramatic music is interrupted with construction noises of drilling, hammering, and digging, as well as tea being stirred and the hero tradespeople enjoying a break as they all tuck into their sandwiches with a crunch in unison. The music builds to a crescendo with one of the builders poised ready to dramatically knock through a wall. As the hammer is brought down, the rubble smashes through in slow motion and concludes with hero close ups of the Screwfix champions, whose talent, focus, skill and dedication is often understated and overlooked. The final frame of the film is filled with sparks representative of celebratory fireworks which reveal the new Screwfix strapline ‘The Choice of Champions.’