Spring Anthem

The creatives who built this campaign contributed to revive the new platform of the iconic RONA brand. An ambitious campaign to celebrate the renewal of RONA, just in time to welcome spring.
By literally placing its identity at the center of its communications, the home improvement retailer aspires to celebrate its entrepreneurial heritage while rallying creators and builders around its original motivations: joy in work, a spirit of camaraderie, and the ability to double down in the face of adversity. Clever wordplays, such as "BuildeRONAmission", were featured in visual ads to help viewers see themselves reflected in the brand's identity. This platform appeals to intelligence by reflecting the brand's experience and connection with local communities with a refreshing, somewhat philosophical frankness, yet without taking itself too seriously.
One of the key elements of this campaign is the creation of a unique jingle, composed entirely of tools and hardware products specifically chosen at RONA. This bold choice aims to anchor the brand in its universe while capturing the very essence of renovation. Embracing the process is also what inspired the creatives in crafting the messages. The edits incorporate real moments and a methodology similar to that of renovation: make a plan, hit a wall, and find creative solutions. The final result is a product that is both atypical and strangely familiar.
The jingle, which has also been developed into an entire song, is like a color palette, with its own lexical field of words and sounds. Each note and beat represents the range of tools and products available at RONA, creating a rich tapestry of auditory elements that evoke the environment of a bustling workshop. By transforming everyday hardware sounds into a harmonious melody, the song encapsulates the essence of renovation as an art form, where each tool and action plays a crucial role in the creation process. This innovative use of sound and music underscores the importance of creativity and ingenuity in the field of renovation, making the campaign both memorable and impactful.