On closer inspection we discovered that, despite common ownership, the only thing the two Kingfisher brands had in common was their business activity. And, to compound matters, B&Q and Castorama had enormous awareness in their respective markets but very little beyond. So we challenged the traditional co-branded approach and created a model which gave one elevation exclusively to each - effectively a true 50/50 share. The result confounded all expectations and maximised the communication effect for both brands with many viewers actually believing that they had seen two Trimarans in Sydney harbour. Clever media management of this bold creative approach extended the effect so that the B&Q community only saw a B&Q yacht, whilst Castorama’s customers were only exposed to the French brand.