Most fairytale heroines are maids in waiting, wringing their hands for Prince Charming to come along and save them. Not so with the fairytale characters portrayed in Home Depot’s Do-It-Herself campaign by Sarah Riddle.
The campaign features reworked fairytales in which the heroine did a little DIY home improvement to thwart the bad guys. There’s Little Red Riding Hood, who’s just installed locks to keep out the Big Bad Wolf; Rapunzel, who successfully made her own ladder to escape; and Little Bo Peep, who put up a fence to keep her sheep where they belong. Fantastic work!
Self-Sufficient Heroines
Fairytale Femmes in Home Depot's DIY Ads Don't Need Men
Trend Themes
1. Empowered Fairytales - Opportunity to create new narratives that empower female characters and challenge traditional gender roles in storytelling.
2. DIY Home Improvement - Growing trend of women engaging in DIY home improvement projects, creating opportunities for targeted products, services, and advertising.
3. Female Leadership - Increasing demand for advertisements and media that celebrate strong, independent female characters, presenting opportunities for brands to align with this cultural shift.
Industry Implications
1. Retail - Opportunity for home improvement stores and suppliers to offer specialized products, tools, and workshops focused on women's DIY projects.
2. Media and Entertainment - Opportunity for filmmakers, writers, and content creators to develop new stories and characters that challenge gender stereotypes and empower female protagonists.
3. Advertising - Opportunity for brands and marketers to create inclusive and empowering advertising campaigns that resonate with female consumers, promoting gender equality and diversity.