Campaign overview
Topline, the nationwide group representing independent builders merchants, has launched its first-ever national advertising push, produced by Dublin-based Rubberduck. The campaign, titled Were Behind Your Project, runs across television, VOD, YouTube, radio, digital audio, print and display and seeks to both broaden awareness of Topline’s scale and preserve the local identity of its 175 member merchants. (adworld.ie)
Why now: scale, story and sales
For a buying group formed in 1972, the move into national media is a clear strategic play: turn latent scale into visible brand equity that supports local stores. Topline says it represents 175 independently owned merchants across the 32 counties, a fact that underpins the campaign messaging and gives the brand a credible claim to national reach while remaining locally rooted. That positioning is commercially sensible; raising consumer awareness can help member merchants win share against national chains and international suppliers that have greater marketing budgets. (topline.ie)
At the same time, the decision carries risk. National creative can dilute local distinctiveness and invite price comparison pressure from larger competitors. For members, the return on investment will depend on execution at store level: local promotions, staff training and supply continuity must match the promise of being a reliable, national network when demand rises.
The film: Everything Changes
At the heart of the campaign is a film called Everything Changes. Directed by B+C, the Rubberduck duo of Ben Colwell and Conor Ryan, the piece traces more than five decades of Irish life and places Topline as a constant presence behind home building, renovation and DIY projects. The film weaves era-specific production design, archive footage and visual effects, shifting its look from 16mm film to contemporary digital cinematography to signal historical change while maintaining narrative continuity. (adworld.ie)
The creative choice to anchor the ad in recognizable cultural moments makes commercial sense. By referencing events such as Ray Houghton’s famous goal and the Celtic Tiger building boom, the film attempts to tap into shared memory and emotional resonance, not just functional claims about products or prices. It is a classic brand-building play: trade short-term promotion for longer-term associative value.
Creative execution and media mix
Rubberduck and creative lead Dillon Elliott have extended the central idea across formats. Print executions use miniature worlds built around tools and materials, visual metaphors that literalise the Were Behind Your Project line. Radio spots take a lighter tone, playing on how small DIY jobs can escalate into larger projects, and the audio runs on national and regional radio as well as platforms such as the RTÉ Player and podcasts like the Farmers Journal. Performance Media handles the buy. (adworld.ie)
The omnichannel approach is sensible given audience fragmentation. TV and VOD deliver broad reach, YouTube and display allow for targeting, and audio and podcast placements reach committed DIY and rural listeners. For Topline, the big question will be attribution: can the campaign drive measurable footfall or account growth for members, or will it remain primarily a brand awareness exercise?
Production credits and craft
The campaign was produced by Rubberduck with producers Helen Barry Duke and Jenni Barry Duke, and a production team that includes director of photography Naryan Van Maele, production designer Lauren Kelly and VFX by Raygun. The creative strategy and copywriting credit goes to Dillon Elliott. Those production names signal an investment in craft uncommon for trade-facing campaigns, and the cinematic approach could pay dividends in attention metrics. (adworld.ie)
What this means for the merchants
For independent merchants in the Topline network, the campaign offers both promise and pressure. A successful national campaign could raise footfall, improve negotiating power with suppliers through higher volumes, and bring younger customers into physical stores that might otherwise shop online. Conversely, if the campaign drives traffic without local fulfilment or competitive pricing, it could heighten consumer frustration and shift spend to rivals.
The pragmatic test will be how quickly Topline converts brand awareness into commercial tools for members: local co-op marketing kits, in-store merchandising, training for frontline staff and clear promotional mechanics that link national creative to local offers.
Final take
Topline has chosen a high-ambition route: a heritage-led, cinematic campaign intended to nationalise a network of local businesses while retaining their independent identity. The creative is polished and emotionally calibrated. The commercial merit will be judged on whether the campaign translates into measurable gains for member merchants rather than simply producing an elegant film. For a sector where margins are tight and service counts for a great deal, the proof will be in the tills. (adworld.ie)
Sources and further reading
See the original report on AdWorld for full credits and campaign imagery. (adworld.ie)
Explore Topline’s background and member network on the Topline website. (topline.ie)
Learn more about Rubberduck and its production work. (rubberduck.ie)
