Whose turn is it?
LEROY MERLIN
Issue 56 | September 2020
Agency
FCB Brasil
Creative Team
Aline Marra, Anna Martha, Bibiana Saldanha, Fabio Simões, Julia Cortizo, Liandra Monteiro, Marina Gouvea, Marcella Vendramini, Marcelo Arteiro, Patricia Melhem, Pedro Dorta, Priscila Áltoé, Rafael Martins, Ramon Ballverdú, Renata Dávila, Ricardo John, Thomaz Ballverdú
Production Team
Leroy Merlin Team Ariane Oliveira, Julia Vaz, Licia Soares, Nathan Fonseca
Date
July 2020
Background
Leroy Merlin is a chain of DIY hypermarkets offering building, decoration and gardening products at sensible prices.
Idea
Leroy Merlin has always believed in keeping its customers happy. That included during lockdown.
Whose turn is it do to the dishes? Or vacuum the house? What about cleaning the bathroom? Because household chores could easily cause conflict at home, an Instagram filter was created.
When two people were discussing how to split the jobs to be done, all they had to do was stand side by side. Facial recognition kicked in and a little box appeared above their heads, showing a spinning list of chores. After 10 seconds, a chore was selected and an arrow indicated which person had to take out the garbage, sweep up, wash the floor, do the dishes, cook, clean the refrigerator, do the laundry, clean the bathroom etc.
Results
The filter was available on the brand’s Instagram account and was promoted by influencers.
Our Thoughts
Divorce enquiries are up 42% in the UK since coronavirus. In China, divorce rates have already gone up. When couples have to establish new protocols, it isn’t easy. I think this is an amusing little idea that could be a big help in sellotaping marriages. The big problem of lockdown is boredom and this is fun. A game. It’s a way of turning domestic duties into a game of roulette and it keeps ringing the changes. Today it’s my turn to do the dishes, tomorrow it’s hers. Perhaps.