After the Chelsea Flower Show was postponed to September 2021 due to the Pandemic, B&Q decided to recognise individual gardeners and their fruitful plots across the UK.
Atomized Studios produced a series of films to lead the campaign to find the UK's top gardener, called the 'B&Q Gardener of the Year'. Jim Moir starred in a series of comedy vignettes about all things green, natural and colourful to encourage people to enter the competition by submitting photos of their gardens.
We generated 30 assets to live across various social media channels. In addition, we made two films featuring competition judges explaining the rules, and recorded a radio commercial to play inside B&Q stores across the land.