Advertising agency Humanaut has launched a national ad campaign for Brooklyn-based home furnishings retailer West Elm. The integrated effort features a 30-second TV commercial, five 15-second web spots, banner ads and social media. This is West Elm’s first-ever TV campaign and Humanaut’s first work for the brand.
'Get House Proud' is about celebrating those seemingly small moments in your life that actually feel like huge victories on your journey to expressing your personal style at home, as an adult. In the tongue-in-cheek TV spot, a narrator leads viewers through a series of slow-motion scenes where homes — and West Elm customers — are transformed by key furniture pieces, such as a mid-century modern dresser, white linen sofa and a sustainably sourced coffee table.
Social media will carry the hashtag #mywestelm, which customers regularly use when sharing pictures of their homes proudly featuring their West Elm furniture and decor.
Client: West Elm
Chief Creative Director: David Littlejohn
Chief Strategist: Andrew Clark
Senior Integrated Producer: Tommy Wilson
Director of Content: Dan Jacobs
Account Supervisor: Michelle Sturgis
Creative Director: Andy Pearson, Liza Behles
Copywriter: Andy Pearson, Liza Behles, Alana Questell
Design Director: Stephanie Gelabert
Designer: Carrie Warren, Coleson Amon
Production Company: The Bindery
Executive Producer: Greg Beauchamp
Producer: Myriam Schroeter
Director: Jeff Chan
Director of Photography: Guy Godfree
Production Design: Nicholas Tong
Post Production: Fancy Rhino
Editor: Tyler Beasley
Post Producer: Katie Nelson
Music Composer: Carl Cadwell / Skypunch Studios