DIYing in Russia was in slow decline. Many people were putting off projects for fear of messing it up, or simply from lack of inspiration.
To regain market share, and get people to think more positively about DIY we created a new platform that became a simple call-to-action, encouraging consumers to ‘take it and make it’.
We launched with a brand ad, using the humble nail as our spokesperson.
We then released ‘Canyon’ to show that with OBI, no job is too big.
