Ad of the Day: DFS uses creature comforts to embrace individuality
Building on last year’s ‘What’s your thing?’ brand platform, furniture retailer DFS has launched a wild campaign featuring a whole pack of animals who are unapologetically themselves.
In ‘Animal Thingdom,’ viewers go deep into a range of decked-out habitats filled with interiors to suit all manner of tastes. There’s a self-obsessed peacock who can’t stop looking at himself in the mirror, a family of DJing bats, a couple of super relaxed lizards, a cosy family of home-loving hedgehogs and a golf-obsessed tortoise.
The campaign hopes to encourage people to celebrate their individuality and embrace whatever their ‘thing’ might be. It’s led by a TV spot and will be further amplified through video-on-demand (VOD), social media, radio, digital display, digital out-of-home (DOOH) and print across the next quarter.
Credits
DFS
Marketing director: James Brewer
Senior creative manager: Kim Knowles
Pablo
Executive creative director: Dan Watts
Creative directors: Charlie Gee and Tian Murphy
TV creatives: Chris Bovill and John Allison
TTL creatives: Rohit Tharakan and Fei Waller
Managing partner: Sam Morgan
Business director: Gina Hood
Account director: Dan Hughes
Senior account manager: Isobel Kai
Chief sales officer: Mark Sng
Planning director: Chris Turner
Head of production: Tom Moxham
Acting head of production: Charlotte Lipsius
Agency film producer: Sophie De Lacey
Senior project manager: Amanda Nixon
Senior project manager: Emily Henderson
Business affairs: Sarah Brown
Production
Production Company: Drool
Director: Freddie Powell
Executive producer: Genevieve Sheppard
Producer: Jess Wylie
Director’s assistant: Joe Paul
Director of photography: Patrick Meller
Production designer: James Hatt
Production manager: Harriet Staples
Production assistant: Bella Russell Flint
1st AD: James Sharpe
Creature effects supervisor: John Nolan
Puppet captain: Rob Tygner
Edit house: Trim Editing
Editor: Thomas Grove Carter
Assistant editor: Joey Henshaw
Offline producer: Noreen Khan
Post House: Untold
VFX supervisor: Alex Grey
VFX lead: Jack Harris
Asset lead: Mary Doyle
Colorist: Aubrey Woodiwiss
Chief creative officer: Neil Davies
Exec producer: Tom Igglesden
Producer: Ella Glazer
Sound house and producers/team: 750mph
Sound design/mix: Sam Ashwell and Mike Bovill
Audio producer: Olivia Ray
Music supervision company: Birdbrain
Photographer: George Logan
Senior Producer: Ben Hills
Photographer agent at Horton-Stephens: Paul Cowen
Set designer: Adi Van Zyl
Retoucher: Mark Baxter
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