Valentine's Day

RONA invites Canadians to ‘Do It Together’

By Reel 360
February 13, 2026

This Valentine’s Day, RONA is swapping roses and prix fixe dinners for power tools and shared projects. In a new campaign titled Do It Together, developed by Toronto-based agency Courage, the home improvement brand takes a playful, tongue-in-cheek approach to the holiday, encouraging Canadians to lean into collaboration and build something meaningful together.

Anchored by a series of spots and supported by out-of-home placements, the platform reframes home improvement as a shared, emotional experience rather than a solo task. The idea builds on a simple insight: building together strengthens more than just your home.

The creative leans into romantic language with a wink, blending DIY cues with flirtation. Instead of traditional Valentine’s tropes, the campaign highlights couples’ mid-project accomplishments and shared achievements.

While early concepts ranged from exaggerated romance-novel imagery to dramatic construction scenes, the breakthrough came with restraint: bold, simple visuals paired with confident copy designed to stand out in a sea of saccharine messaging. Watch below:

“Simply put, we saw an opportunity to make Valentine’s Day more useful,” said Joel Holtby, founder and co-chief creative officer at Courage. “RONA is about building what matters, so reframing the holiday around ‘Do It Together’ felt natural. Strategically, it was a cultural moment that ladders into a broader platform about connection and shared accomplishment.”

“Canadians have a great sense of humour, especially around holidays that can feel a bit forced,” Holtby added. “A tongue-in-cheek tone let us disarm people while still being credible. The copy played with romantic language and DIY cues, enough charm to make you smile, but grounded in real projects you could actually tackle.”

Beyond advertising, the platform extends into RONA’s real-world workshop offerings at select locations. The experiential component invites customers not only to learn how to build but also to do so side by side, reinforcing the idea that stores can serve as spaces for connection, not just commerce.

“[This] reflects our belief that stores can be more than retail spaces; they can be places for learning, connection, and shared experiences,” Holtby noted. Creative directors Steve Ierullo and Hemal Dhanjee added, “People don’t just come for products — they come for possibility. Creating a platform built around shared experiences felt like a natural extension of how people already engage with the brand.”

At its core, the campaign hinges on a simple shift in language – from DIY to DIT. “I’m most proud of the simplicity,” Holtby concluded. “Shifting from DIY to DIT (‘Do It Together’) unlocked creativity across OOH, social, and earned, without losing clarity. When an idea travels that cleanly, you know it’s strong.”

For RONA, Valentine’s Day isn’t about grand gestures. It’s about building something that lasts. Together.

CREDITS:

BRAND: RONA