Bricomarché’s 28th anniversary comes with a campaign built around a simple idea: if there are things that normally serve a specific purpose, on this anniversary they can also serve to make the party happen. Under the concept “Dá para Tudo”, WYcreative has created a campaign that combines humour, surprise and the world of DIY, with Rui Unas as its protagonist.
The idea was born from the desire to celebrate Bricomarché’s 28th anniversary in a close, fun and unexpected way, exploring familiar objects from the home and DIY universe and giving them new purposes. A hose is no longer just for watering the garden, while a concrete mixer becomes an unexpected party machine.
In the main film, Rui Unas appears in the garden, hose in hand, in an apparently ordinary scene. Until, instead of water, a shower of confetti starts shooting out. It is at this point that the campaign introduces the idea: “Bricomarché’s 28th anniversary is good for everything.” It’s a chance to enjoy offers and discounts on the Bricomarché card, find low prices and, of course, start the party at home.
The concept extends across the campaign’s other pieces, maintaining the same creative logic and bringing the surprise into different moments. In another film, a concrete mixer takes on a new purpose and starts shooting confetti, reinforcing the idea that, at Bricomarché’s anniversary, anything can be a reason to celebrate.
“For 28 years, we have helped people bring their projects to life. So, we wanted this anniversary to celebrate precisely that idea of possibility. ‘Dá para Tudo’ comes from there, but takes it into a more fun and unexpected territory. And with Rui Unas, we found the right protagonist to take the idea even further. To the point where a concrete mixer starts shooting confetti,” explains Tiago Varino, Creative Director at WYcreative.
The choice of Rui Unas reflects this approach, bringing his humour, energy and proximity to the audience to the campaign. His presence helps transform everyday situations into unexpected moments, reinforcing the relaxed tone that defines the communication.
With the aim of celebrating Bricomarché’s relationship with Portuguese consumers and marking another year of projects brought to life, the campaign will run from 5 September to 4 October, featuring different offers and discounts on the Bricomarché card, alongside the brand’s low prices.
Produced by Still, the campaign will be present across TV, radio, digital, social media and point of sale, bringing the “Dá para Tudo” concept to Bricomarché’s different touchpoints.
