Lessons for Good
In Italy there are many ONGs (non-governmental organisations), but unfortunately a lot of these are in bad conditions as a result of operating costs and few donations. Leroy Merlin’s brief was to enhance free DIY lessons, sharing its brand belief that improving your home means improving your life, and doing so inside all Italian stores in order to increase their involvement and participation. The idea was very simple: move free DIY lessons from the stores to the organisations most in need, giving the lesson a double value. And for the first time, turning clients into volunteers.
- ImpactInitiative/Brands
Country
- Italy
Client
- Leroy Merlin
Global Chief Creative Officer
- Bruno Bertelli
Chief Creative Officer
- Cristiana Boccassini
Executive Creative Director
- Davide Boscacci
Associate Creative Director
- Livio Gerosa
- Paolo Bartalucci
Copywriter
- Corentin Salignat
- Sebastien Rouviere
- Francesca Ferracini
Art Director
- Alice Teruzzi
Client Services Director
- Simona Coletta
Account Director
- Arianna Di Marco
- Silvia Accornero
Strategic Planner
- Guglielmo Pezzino
Head of Social
- Stefano Perazzo
Social Media Manager
- Andrea Biolcatti
Producer
- Matilde Bonanni
Advertising Agency
- Publicis Italy
In Italy there are many ONGs (non-governmental organisations), but unfortunately a lot of these are in bad conditions as a result of operating costs and few donations. Leroy Merlin’s brief was to enhance free DIY lessons, sharing its brand belief that improving your home means improving your life, and doing so inside all Italian stores in order to increase their involvement and participation. The idea was very simple: move free DIY lessons from the stores to the organisations most in need, giving the lesson a double value. And for the first time, turning clients into volunteers.