DFS Celebrates 50th anniversary of bringing comfort to the nation
This summer, DFS Celebrates 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 sofa from 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 sofas for 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 50th-anniversary 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 celebrate DFS’ apprenticeship scheme, the “Future 50”. The work will demonstrate the talent and expertise of DFS’ 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 craftsmanship that goes into making each DFS customer’s sofa.
DFS Celebrates 50 Years
About krow:
krow is a creative communications agency, founded in 2005 by Barry Cook, John Quarrey, Malcolm White and Nick Hastings. Currently ranked No. 16 in the Campaign Top 100 Agencies list, with Nielsen billings of £109.m and a lovely team of people striving to make leaps to transform their clients’ businesses. Clients include: DFS, Digital Realty, Ferrero UK, Fiat, Kinder, Nutella, Team GB, RNLI, National Grid, RAF Benevolent Fund, Sky Vegas & Tic Tac.
In April 2018 krow was acquired by themissiontm, the publicly listed marketing communications and advertising Group.
In 2018 krow and DFS was awarded IPA Gold Effectiveness Award for long-term effectiveness for the brand turning DFS from a value brand into a brand people value.
krow website
About Themission
themission is a technology-embraced marketing communications and advertising Group employing 1,100 people in the UK, Asia and US. The Group comprises two divisions: Integrated Agencies and Sector Specialist Agencies, which work together to provide Clients with the expertise and resource to make them more successful in today’s challenging environment.
Credits
Brand: DFS
Campaign: DFS Celebrates 50 Years
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
