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In Spring 2021, the UK was still in lockdown, but with warmer weather came the hope of normal life resuming. So B&Q celebrated spring with a salute to the resilience of the UK public after a challenging year and used plants as a hopeful symbol of re-emergence. The campaign launched on TV with a poetic farewell to winter and continued with ads based on an epic plant display built by artist Dan Tobin Smith. Giving B&Q’s plants a powerful emotional resonance. We Will Grow Again launched in March2021 across online and offline channels, growing consideration of B&Q plants by 9%.