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DFS

HEARTCRAFTED FOR EVERYDAY

Concept | TV Campaign | Video | Photography

Leaders in the sofa and home furniture industry with high levels of brand awareness in the United Kingdom, DFS wanted to make the same connection with the Dutch market but needed some help in making that ‘click’ with a new consumer. Making a connection with a product purely through sales tactics couldn’t work, for us it had to be with a story and an emotion that would connect the consumer to the brand.

IDEA

Our inspiration came from all the stories and emotions that happen around a sofa; the waves of feelings, the close moments, the shallow breaths and euphoric cheers. The sofa became the hero of everyday life.

We realized that DFS was not simply making sofas, they were crafting a place that would play a significant role in all of our lives. A place where you could feel more every day.

DFS, Heartcrafted for Everyday.

EXECUTION

Our concept won the hearts of DFS, and Video Director Lisette Donkersloot won our hearts with her eye for colour and emotional instinct. Together, we created an online and TV commercial that was something extraordinarily new for the brand and the market.

And of course, we had to capture everything with photography that could hold the same emotion in a still instant and creative copy that could pinpoint a relatable feeling within just a few words. Together, these elements worked symbiotically to create the customer’s and DFS’s story.

Whoever said not to work with animals or kids, didn’t say it quick enough for us to hear. There’s a little something for everyone in this campaign.

But we didn’t just stop there, we worked throughout the year with DFS to execute several promotional materials that satisfied a sales driven approach to communication. From TV tag-ons to printed posters and online web banners, we worked across a diverse media mix but always with the same mentality. DFS, Heartcrafted for Everyday.

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