By Chris Skeldon 
Home, or home, has played a more important role in people’s lives in the past three years, with the pandemic placing it at the top of shelters, a safe haven that welcomes and provides security. With this in mind, Leroy Merlin introduces a new concept of communication – “With Leroy Merlin, I feel at home” – that will accompany the brand throughout the year on TV, radio, digital and outdoor networks, social networks, store and website.
Making this bet is the “The World Inside Is What I Want” campaign, which is aimed not only at DIY enthusiasts, but at all Portuguese, in a sentimental relationship of trust. It intends to show itself as a brand always on the side of the Portuguese, with all solutions, through a relaxed tone.
The aim of the advertising work, developed by VLMY & R, is to lead the consumer to instantly recognize different everyday situations. The solution to these problems always goes through Leroy Merlin, no matter the situation or need.
“At a time when we all feel uncertainty taking over our lives and the world ‘out there’, we wanted to reinforce the message that at home we find our safe haven,” said Goncalo Ramos, Leader of Leroy Merlin Omnicommerce, Ecosystem and New Merchant Experience, in a statement. . “Our home is the only place we can control and turn it into what we want, and Leroy Merlin is the right partner for that, the reference brand, that can be trusted to bring projects to life.”