This month, Clarion launched a powerful campaign for our client, home improvement retailer Wickes, to shine a light on the devastating tool theft epidemic affecting UK tradespeople. At the heart of the campaign is ‘Anguish’ – a striking 2.4-metre sculpture we commissioned to represent the turmoil caused by this widespread crime.
Our brief was to create a campaign that would cut through the noise and show that Wickes stands side-by-side with the trade community. To bring this to life, we worked with renowned recycling artist Ptolemy Elrington, who spent over 400 hours crafting the jagged sculpture entirely from reclaimed tools. We launched the piece in Leeds, one of the country’s hardest-hit areas for tool theft.
The campaign strategy was backed by compelling research showing that over a third (38%) of UK tradespeople have been victims of theft, with a profound impact on both their finances and mental wellbeing. Over one in five (21%) suffer from ongoing stress and anxiety as a result.
The sculpture’s unveiling has already captured significant attention, including in The Daily Telegraph and on Good Morning Britain, kicking off a national campaign that will see Wickes take tangible action. The retailer is pledging to help protect over 260,000 tools for free in 2026 by offering forensic marking at nationwide Theft Prevention Community events. We also made sure to highlight the human cost by incorporating Wickes’ charity partner, CALM (Campaign Against Living Miserably), to offer support for those affected by the emotional impact of tool theft.
Sue Roberts, Managing Partner at Clarion, comments; “Our role was to create a campaign that was both visually arresting and deeply meaningful. ‘Anguish’ gives a physical form to the frustration and hardship tradespeople face every day. By combining this powerful creative with a practical, nationwide solution, we are helping Wickes reinforce its commitment to the trade community and make a genuine difference.”
The ‘Anguish’ sculpture will now tour the country, appearing at a series of Wickes Theft Prevention Community Events. More information can be found on the Wickes website.
