Leroy Merlin’s new creative territory, imagined by BETC FULLSIX

Whether it’s small everyday projects or major transformations, every improvement made to our homes changes our lives: more comfort, more space, more privacy, lower expenses… Because homes that evolve are lives that move forward.

Leroy Merlin’s mission is clear: to support the projects of 68 million French people, so that everyone can improve their home – and their life.

A new creative territory to bring this vision to life.

To embody this commitment, Leroy Merlin is unveiling a new creative territory, imagined by BETC FULLSIX, telling the stories of how our homes are transformed like never before, drawing inspiration from the real lives of the French people. A unique yet universal storytelling approach, designed to resonate with all generations.

Bringing stories to life in a magical way.

In these stories, magic happens right in the heart of our stores: characters and settings come to life using real DIY materials. Copper wire becomes hair, a lampshade turns into a skirt, a scarf is made of tiles… proving that anything is possible with Leroy Merlin.

Ivan Beczkowski, President and Chief Creative Officer of BETC FULLSIX

“We aimed to tell the story of home improvement in a unique way, true to Leroy Merlin’s identity, by giving life to the materials themselves. Our goal was to poetically and playfully showcase everything that can be imagined and brought to life with Leroy Merlin.”

The first installment of this campaign, the film “Enzo and his daughter Paloma”, marks the beginning of a beautiful series to come. Directed by the Watts, produced by Stink Paris and post-produced by Mathematic, the film has been airing on TV and VOL since Sunday, March 16th. It will be followed by the stories of Albert, Nourah, Tom… and many more.

Jade Sartorius, Director of Communication and Brand at Leroy Merlin. 

“Through this new direction, we sought to reaffirm our commitment: to empower every French person to bring their home improvement projects to life, whether big or small, and help everyone live better. Simple, heartfelt stories that make the significance of home projects in our lives truly tangible.”

These stories will be present throughout the Leroy Merlin customer journey:

• On TV, digital, and social media, to reach the widest audience.

• In stores, with in-store displays and retail activations.

• Internally, where every employee will get the chance to see themselves as a character in this new creative world.

Through this campaign, Leroy Merlin and BETC FULLSIX reaffirm their commitment: to support every French homeowner, big or small, in their improvement projects — helping everyone live better.  

Credits:

• Brand: Leroy Merlin
  • Brand Managers: Jade Sartorius, Marie-Helene Lerat-Roeland, Manon Oleszczynski, Anne- Sophie Godefroy
• Ad Agency: BETC Fullsix
  • Agency Managers: Tiphaine Du-Plessis, Mathieu Roux, Celine Leprince, Pauline Gomis, Nicolas Szerman, Margaux Secnazi
  • Chief Creative Officer: Ivan Beczkowski
  • Art Director: Rayhaan Khodabux
  • Copywriter: Julien Sens
  • Strategic Planner: Etienne Averseng
  • Creative Producer: Elodie Poupeau
• Production Company: Stink Paris
  • Director: WATTS
• Brand: Alpine
  • Brand Managers: Antonino Labate, Arnaud Belloni, Alexandra Madiot-Gasse, Patrick Fourniol
• Ad Agency: BETC Etoile Rouge
  • Agency Managers: Fabien Idoux, Sherelle Ramire, Emma Canard, Anne Cauvin
  • Executive Creative Director: Nicolas Lautier
  • Art Director: Rayhaan Khodabux
  • Assistant Art Director: Maeva Ricardo
  • Strategic Planners: Mattia Bellomo, Jules de Gaulmyn
  • Creative Resources Manager: Nina Kaufman
• Production Companies: Prose On Pixels, Studio Feeling