THE HOME DEPOT
Role
Art Direction & Design
Team
Jillian Ball - AM/PM Sofia Gurruchaga - Analytics Katie Dowd - Strategy Quang Nguyen - Media Planning Juan Cotte Mena - Copywriting
Timeline
8 weeks
Overview
Renters are often left out of The Home Depot’s marketing, despite making up a huge portion of the Zillennial audience. This campaign reintroduces Phil the Bucket, a long-sidelined brand mascot, as a bold, humorous, and relatable “handy helper” to champion creative freedom for renters. His motto? Buck It.
Challenge
Reimagine the relevance of The Home Depot to Gen Z and Millennials ages 25-35 in an era where homeownership is a luxury, not a milestone. Homeownership is being delayed, with the average first-time buyer now at age 38. Rising costs and strict rental agreements have left many feeling creatively restricted. INSIGHT: Renting isn’t a limitation — it’s an opportunity to create without boundaries. This mindset shift became the heart of the campaign, reframing renter life as a time to experiment, personalize, and explore new ideas.
SOLUTION
Renters get told “no” a lot — no painting, no drilling, no “making it your own.” Phil the Bucket is here to say… Buck It. We brought this lovable, slightly chaotic mascot out of the sidelines and gave him a new job: show renters that they don’t need a mortgage to make magic happen. From quick-fix DIYs to “why-not” décor hacks, Phil’s mission was simple — inspire people to bend the rules (just not their lease) and turn their rentals into real homes.
EXECUTION HIGHLIGHTS:
Mascot-led storytelling: Spotlight Phil the Bucket as a cheeky, encouraging personality who helps renters “buck” limitations.
Organic & Paid Social: Quick DIY hacks, renter-proof solutions, humorous Phil-led videos
App Integration: Chat with Phil for project guidance & perks
OOH & Experiential: Phil sightings in urban hubs + live giveaways
THE HOME DEPOT
Role
Art Direction & Design
Team
Jillian Ball - AM/PM Sofia Gurruchaga - Analytics Katie Dowd - Strategy Quang Nguyen - Media Planning Juan Cotte Mena - Copywriting
Timeline
8 weeks
Overview
Renters are often left out of The Home Depot’s marketing, despite making up a huge portion of the Zillennial audience. This campaign reintroduces Phil the Bucket, a long-sidelined brand mascot, as a bold, humorous, and relatable “handy helper” to champion creative freedom for renters. His motto? Buck It.
Challenge
Reimagine the relevance of The Home Depot to Gen Z and Millennials ages 25-35 in an era where homeownership is a luxury, not a milestone. Homeownership is being delayed, with the average first-time buyer now at age 38. Rising costs and strict rental agreements have left many feeling creatively restricted. INSIGHT: Renting isn’t a limitation — it’s an opportunity to create without boundaries. This mindset shift became the heart of the campaign, reframing renter life as a time to experiment, personalize, and explore new ideas.
SOLUTION
Renters get told “no” a lot — no painting, no drilling, no “making it your own.” Phil the Bucket is here to say… Buck It. We brought this lovable, slightly chaotic mascot out of the sidelines and gave him a new job: show renters that they don’t need a mortgage to make magic happen. From quick-fix DIYs to “why-not” décor hacks, Phil’s mission was simple — inspire people to bend the rules (just not their lease) and turn their rentals into real homes.
EXECUTION HIGHLIGHTS:
Mascot-led storytelling: Spotlight Phil the Bucket as a cheeky, encouraging personality who helps renters “buck” limitations.
Organic & Paid Social: Quick DIY hacks, renter-proof solutions, humorous Phil-led videos
App Integration: Chat with Phil for project guidance & perks
OOH & Experiential: Phil sightings in urban hubs + live giveaways
THE HOME DEPOT
Role
Art Direction & Design
Team
Jillian Ball - AM/PM Sofia Gurruchaga - Analytics Katie Dowd - Strategy Quang Nguyen - Media Planning Juan Cotte Mena - Copywriting
Timeline
8 weeks
Overview
Renters are often left out of The Home Depot’s marketing, despite making up a huge portion of the Zillennial audience. This campaign reintroduces Phil the Bucket, a long-sidelined brand mascot, as a bold, humorous, and relatable “handy helper” to champion creative freedom for renters. His motto? Buck It.
Challenge
Reimagine the relevance of The Home Depot to Gen Z and Millennials ages 25-35 in an era where homeownership is a luxury, not a milestone. Homeownership is being delayed, with the average first-time buyer now at age 38. Rising costs and strict rental agreements have left many feeling creatively restricted. INSIGHT: Renting isn’t a limitation — it’s an opportunity to create without boundaries. This mindset shift became the heart of the campaign, reframing renter life as a time to experiment, personalize, and explore new ideas.
SOLUTION
Renters get told “no” a lot — no painting, no drilling, no “making it your own.” Phil the Bucket is here to say… Buck It. We brought this lovable, slightly chaotic mascot out of the sidelines and gave him a new job: show renters that they don’t need a mortgage to make magic happen. From quick-fix DIYs to “why-not” décor hacks, Phil’s mission was simple — inspire people to bend the rules (just not their lease) and turn their rentals into real homes.
EXECUTION HIGHLIGHTS:
Mascot-led storytelling: Spotlight Phil the Bucket as a cheeky, encouraging personality who helps renters “buck” limitations.
Organic & Paid Social: Quick DIY hacks, renter-proof solutions, humorous Phil-led videos
App Integration: Chat with Phil for project guidance & perks
OOH & Experiential: Phil sightings in urban hubs + live giveaways