From Trendhunter Magazine:
The campaign features reworked fairytales in which the heroine did a little DIY home improvement to thwart the bad guys. There’s Little Red Riding Hood, who’s just installed locks to keep out the Big Bad Wolf; Rapunzel, who successfully made her own ladder to escape; and Little Bo Peep, who put up a fence to keep her sheep where they belong. Fantastic work!The direct mailer 'invitation' has a little story about a needy girl who finds her answer by helping herself (thanks to Home Depot of course) ......and the posters show fairy tale heroines taking charge of their situations and looking very smug as a result.This gets a 'bravo' from my book. I do like the combination of urban fantasy meets fairy tale - it's a very satisfying combo.
You can see more of Sarah Riddle's ad campaign work here.