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school of thought 2026:
MCCANN x UNITED CARPERS & BEDS
Created during Week One of Sot 2026, this work was my response to the MCCANN brief.
School of Thought is an infamous creative course bringing together Leeds' best agencies for 12 intensive weeks of idea generation, presentations and feedback.
THE BRIEF:
The brief was to give United Carpets and Beds a clear identity, positioning it as a brand that combines the personal service of an independent retailer with the range and value of a national chain. Built around the proposition “We Take It Personally”, the campaign aimed to highlight the genuine care and investment of its locally run stores.
THE SMP:
“We take it personally”
THE insight:
With only 21% of uk homeowners currently planning flooring spend (retail focus, 2026), the active buying window is relatively small, making every potential buyer valuable.
Carpet retail can feel overwhelming, leading people to delay decisions or default to price. What customers really want is confidence: a personal, trusted experience that helps them feel like they’ve chosen well. People don’t just buy carpets from stores, they buy them from people in their local community.
THE idea:
‘When it’s time to let go, we’ll be here.’
United carpets and beds are different to other carpet
retailers because they understand that a carpet is more
than just a furnishing, it’s part of the family.
It’s there through the good, the bad and the ugly. Through everyday moments and big milestones. Through every step,
every year, and every story that matters.
UCB know that home isn’t defined by what’s in it, but by the
memories made there. And when your carpet is past its best,
and it’s time to let go, UCB will be here.
When it’s time to let go, we’ll be here.
OUT OF HOME EXAMPLES:
OOH 1:
OOH 2:
OOH 3 (STUNT):
