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,