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DFS: Great Brits by krow Group

Agency: krow Group
Client: DFS
Date: Aug 2016
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The brand film, created by krow, heroes DFS’ three Team GB ambassadors: cyclist, Laura Trott; gymnast, Max Whitlock and swimmer, Adam Peaty as well as some of DFS’ own craftspeople. It shines a light on British quality manufacturing by announcing that DFS have been awarded a British Standard for the strength and durability of their sofas and by featuring their Britannia, ‘Great British Sofa’, which is inspired by the best of British design, materials and workmanship and made especially for Team GB.

Throughout the 30-second ‘Great Brits’ ad, the film cuts between the three athletes going through their rigorous training regimes and the DFS craftsmen and women who are hard at work in DFS’ own Lincoln House Workshop, Derbyshire. There is a synergy between the athletes’ and crafts people’s actions; both look heroic and are beautifully shot in a moody atmosphere to create a stunning and slick sporting brand film. The ad ends on a young supporter cheering on the team from the Britannia sofa at home.


Executive Creative Director: Nick Hastings

Creative Director: Darryl George, Jon Mitchell

Additional Credits: Planning Director: Aileen Ross

Business Director: Blake Armstrong

Account Director: Felicity Pelly

Senior Account Executive: Camilla Renny-Smith

Head of TV: Emma Rookledge

TV Producer: Davina Hickson

Film Production: Outsider

Director: Pedro Romhanyi

Producer: Gareth Francis

D.O.P: Tat Radcliffe and Ray Coates

Editor: Sam Bould @ Big Buoy

Post Production: The Mill

Post Producer: Richard Hawkins

Colourist: James Bamford

Smoke: Richard Payne

Sound Design: Owen Griffiths @ Jungle

Music: Chris @ Finger Music

Thanks to: Kate Bailey, TV Producer

Spotify: Premium Duo

Added 02 July 2020
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