NEXT STOP, TOOLSTATION

Toolstation asked us to help break away from tired industry conventions—no more clichés, no more stereotypes. Our approach was to celebrate tradespeople for who they really are; multitaskers, entrepreneurs, problem-solvers, and the backbone of Britain. And to do it, we put Toolstation’s biggest asset front and centre - their colleagues. 

We put real tradespeople and real service at the heart of the brand. 

The Disruption\

Next Stop, Toolstation

The campaign turns the typical retail narrative on its head. In two TV spots, ‘Night 'and ‘Moves’, we created a world where the Toolstation counter doesn’t just serve—it shows up. Leaning into the brand’s name ‘station’, we see/hear its staff absurdly arrive on a locomotive counter to help them through everyday situations before or as they need it, whether it’s time constraints, unforeseen issues at the job, or on-the-job accidents. It’s fast, it’s unexpected, and it demonstrates the brand’s commitment to getting tools and advice to tradespeople, wherever and whenever they need it. 

The campaign launched across TV, YouTube, Sky, radio (TalkSport, Absolute Radio, Fix Radio), and both paid and organic social. Our social strategy kept the momentum going by turning Toolstation’s team into content stars, bringing the same energy, wit, and helpfulness to feeds as they do in branches.