Brits are famous for wasting their Easter holiday DIYing. With 'Let’s Do It Right' as their endline, we thought Wickes should advise the nation to do Easter right, by becoming the first home improvement chain to tell customers not to DIY and make the most of their precious holiday – The Buy Now Do It Later Sale.

As part of a fully integrated response we created this special Channel 4 takeover.

Wickes went on to record their best sales weekend ever. Job done.