Buck It.
Rebrand Pitch
The Home Depot
Copywriter: Juan Cotté Mena
Art Direction & Design: Juan Cotte Mena, Fang Yeh
Strategy: Katherine Dowd
Project Management: Jillian Ball
Analytics: Sofia Gurruchaga
Media Planning: Quang Nguyen
Here’s a depressing fact: for the first time ever, young people can’t afford to buy a home. The average age of home ownership is skewing older and older, from age 40 to 56, depending on who you ask. Millennials & Gen Z simply can’t afford to buy a home—why shop at a place called The Home Depot then? It’s a dad store.
The thing is, a home doesn’t have to be a free standing house with a white picket fence and property values. A rental can be a home, and just because you have to return it when your lease is over, shouldn’t limit your creativity; it can even expand your options. Have fun with it. Buck the fear, uncertainty and doubt.
So how can we give this attitude a voice? What personifies this concept?
Meet Phil
The Bucket
Phil is The Home Depot’s official unofficial mascot,