Tasked to come up with a new campaign for Maplin to make it more relevant for its customers, I came up with this concept: D.I.Spy. After extensive market research I came to the conclusion that parents are the most common shoppers at a Maplin, and of the two it's the fathers that are more likely to purchase something in the tech store.

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Tapping into that market then, D.I.Spy focuses on the "botched job" D.I.Y ethos fathers stereotypically have along with another common love: Spying, James Bond films and the like.

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The campaign itself saw how Maplin products (hand drawn by me) could be used together to create a D.I.Y, "botched job" Bond-esque gadget that fathers would get a kick out of.