Online furniture retailer Wayfair is calling time on the ‘Age of Greige’ to launch ‘Go Your Own Wayfair’ a colourful new creative platform.
Devised by creative agency BBH, the platform marks the first piece of work released since the creative agency won the brand’s account last year and has been launched with an initial film directed by Björn Rühmann, through Smuggler.
‘Escape the Catalogue’ will run across social media before appearing on TV in July. It will aimsto encourage consumers to express themselves by furnishing their homes with vibrant and eclectic Wayfair products.
The video features a young couple who are trapped in a catalogue world full of minimalist grey interiors, and break out of their reality to the bright and colourful world of Wayfair.
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“Wayfair has already built strong brand awareness in the UK. With the launch of our new platform, we are taking a leap forward with an ownable positioning, keeping Wayfair relevant and top of mind as consumers think of their homes”, said Wayfair Europe chief marketing officer, David Twehues.
“Together with BBH, we identified humour and authenticity as a way to connect with UK customers. A lot of exciting work is coming down the line, starting with this film, and we are excited to see this come to life across all marketing channels.” He added.
BBH executive creative director, Helen Rhodes commented: “In the first instalment of ‘Go Your Own Wayfair’ we’re opening eyes to this homogeneity and emboldening the audience to make design choices which reflect who they are, with the help of Wayfair’s immense range of products.”
