Campaign Spotlight: Follow the Proud Journey of a Sofa Charmingly Illustrated by Aardman Animations in DFS’ 50th Anniversary Campaign by krow

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This summer, DFS is celebrating 50 years of bringing the joy of comfort to the nation thanks to its high-quality, handcrafted sofas.

A new campaign by krow highlights the fact that comfort is as important to DFS as it’s always been, because a sofa is more than just a piece of furniture – it’s a place where home life happens.

Aardman Animations’ new TV brand film, “Proud Journey,” follows the different stages of a sofa’s journey. It’s an upbeat story showing a sofafrom design through to production and on to testing, before finally being delivered to a customer’s home.

The spot ends with everyone enjoying their sofas – where bouncing, cooing and cuddling are made possible thanks to DFS’ attention to detail on every single sofa it produces.

Nick Ashworth, Head of Marketing, from DFS said: “This summer we are celebrating and showcasing our 50th anniversary of handmaking sofasfor our customers, and demonstrating that delivering the joy of comfort is as important to us today as it has always been. We are focusing on both our past and our future to inspire our next generation of craftsmen and women and keep the craft skills alive”.

Darryl George, Creative Director at krow, said: “We’re helping DFS celebrate 50 years of craft and customer service with a campaign that has their colleagues and customers at the heart of it. Once again, we’ve worked with Aardman animations to bring the brand’s story to life in the most charming way possible.”

The campaign will run through press, radio, social, digital, OOH and in-store channels from June 18th, and is supported by two additional 50thanniversary initiatives.

  1. To celebrate 50 years of bringing comfort to the nation, DFS has created the “Acts of Comfort” initiative. This summer, DFS is deploying its expertise to deliver comfort where it’s needed most, with a series of donations, giveaways and makeovers for individuals and organisations across the UK. Krow is creating branded content to support this initiative.
  2. krow is creating branded content to celebrateDFS’ apprenticeship scheme, the “Future 50”. The work will demonstrate the talent and expertise ofDFS’ craftspeople and their commitment to passing on their skills to the next generation of talent. From design through to carpentry and upholstery, the apprenticeships will be explored, highlighting the craftmanship that goes into making each DFS customer’s sofa.

 

Credits

Creative Director Jon Mitchell and Darryl George
Account Director Felicity Pelly
Account Manager Camilla Renny-Smith
Agency Producer Emma Rookledge
Director/ Production Co Magda Osinska/Steve Harding-Hill/ Jay Grace @ Aardman Animations
Producer Steph Owen & Nick Miller
Post Production The Mill
Sound Design Jungle Studios

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