Home improvement retailer and garden centre Homebase has launched an innovative tactical out-of-home campaign to promote its garden range as summer approaches.

Created by London agency Otherway, the campaign will form part of Homebase’s new ‘All Your Home Needs’ strategic platform, which seeks to showcase the retailer’s extensive plant selection.

The tactical creative features adaptable out-of-home billboards that feature a different creative depending on whether they are north or south-facing, illustrating the best plants for each option.

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“Now the sunshine is finally here, it’s been a well timed campaign and we are excited to bring a much more playful tone to the Homebase brand to help get them back into the conversation,” Otherway CEO, Jono Holt said.

The out-of-home assets will be supported by further executions across TV and digital, promoting Homebase’s garden, decorating, DIY and home products offering.

The work marks Otherway’s latest big-name campaign after launching a new multi-million-pound brand platform for cheddar brand Cathedral City earlier this week.