Big Wins at the Effie Portugal Awards with the “Merlundies” Campaign

The Merlundies campaign for LEROY MERLIN has been recognized at the Effie Awards, a prestigious competition that honors campaigns combining strategy, creativity, and measurable impact. The campaign earned three Gold awards in the categories of Tactical Communication, Community Engagement, and Retail & Distribution, establishing itself as one of the standout campaigns of the year. This achievement was made possible thanks to the collaboration of our partners VML, Samy, Fullsix Portugal, and Arena Media Portugal.

The campaign was born from a familiar situation for anyone involved in renovations, DIY, or professional work: the awkward moment when bending down to reach a difficult space unintentionally reveals more than intended. LEROY MERLIN coined these moments “unexpected revelations.”

As a solution, the brand launched Merlundies, high-waisted boxers designed to provide “discretion on every project.” Targeted at both professionals and DIY enthusiasts, Merlundies quickly became a humorous and culturally relevant symbol within the world of home improvement.

Thanks to the combination of insight, creativity, and a results-driven, multi-platform execution, the campaign achieved outstanding recognition and demonstrated our ability to develop strategic solutions that unite social relevance, creativity, and measurable impact.

Congratulations to everyone involved!