Creature London campaign aims to help Brits during challenging financial times
Dunelm, the UK’s leading homewares retailer, is launching a cross-channel Autumn advertising campaign to show how it is aiming to help British consumers during these challenging times.
The campaign follows on from 2021’s launch of Dunelm’s new brand platform, Dun Your Way, building on its success and will run on Channel 4 and ITV, alongside BVOD, YouTube and Social activity. The campaign also includes a partnership with Capital FM which will include exclusive sponsorship of Capital Weekends, radio ads fronted by Aimee Vivien and Jimmy Hill, as well as presence on Capital’s website and TikTok channel.
The campaign centres on Wits’ End, a seemingly typical British cul-de-sac, but one where things aren’t quite working as they should be and where all seems rather upside down. As we stroll past people’s homes, we encounter post boxes that fire letters out, umbrellas that rain on the inside and a car being washed with mud. However, against this unusual backdrop, we see stories from families who have found choices to help their homes feel like a haven from the unsettling times outside.
Chris Roughton, head of creative content at Dunelm said, “Helping our customers put their own affordable and stylish stamp on their home is at the heart of Dun Your Way. Through this campaign we want to help customers feel that regardless of what challenges life may throw, we believe there’s still many little ways to really make your home a haven.”
John Osbourne, creative director at Creature London expands “Dunelm provides fantastic value and choice for every room, so they’re well placed to help you create home Dun Your Way – even with all the challenges 2022 has brought us. Rather than feeling at our Wits’ End, this campaign encourages people to take pleasure and comfort in their homes. All brought to life by BAFTA-winning British director David Kerr.”
Zac Abbott, business director at Goodstuff said, “We’re thrilled to see the Wits’ End Campaign go live, building on the exciting ‘Dun Your Way’ brand platform launched back in 2021. In addition to the use of core AV channels, the collaboration with Capital Radio helps bring the campaign to life to truly engage the listeners.”
Media strategy, planning and buying for the campaign has been handled by Goodstuff and Byte/DEPT® created the social media campaign that will run across Instagram, Pinterest and Facebook.
BRAND
COMPANY NAME: Dunelm
CHIEF MARKETING OFFICER: Ben Carter
HEAD OF CREATIVE CONTENT: Chris Roughton
HEAD OF BRAND & PLANNING: Georgie Seel
SENIOR BRAND MARKETING MANAGER: Lucy Ryall
CAMPAIGN PLANNING MANAGER: Ellie Hughes
CREATIVE
CREATIVE AGENCY: Creature London
CHIEF EXECUTIVE OFFICER: Dan Cullen-Shute
CHIEF CREATIVE OFFICERS: Ben Middleton & Stu Outhwaite-Noel
CHIEF CLIENT OFFICER: Hanisha Kotecha
CREATIVE DIRECTOR: John Osbourne
CREATIVES: Flora McConnell & River Borromeo
CHIEF STRATEGY OFFICER: Andrew Gibson
STRATEGY DIRECTOR: Flora Joll
HEAD OF INTEGRATED PRODUCTION: Kristie Girvan
PRODUCER: Lilly Alter
BUSINESS DIRECTOR: Emma French
SENIOR ACCOUNT MANAGER: Ciara O’Brien
ACCOUNT MANAGER: Lareib Dar
MEDIA
MEDIA AGENCY: GoodStuff
PR AGENCY: Tangerine
SOCIAL AGENCY: BYTE/DEPT®
PRODUCTION
PRODUCTION COMPANY: Hungryman
DIRECTOR: David Kerr
PRODUCER: Jack Beardsley & Like Filz
EDITOR: Art Jones
CASTING: Emma Garrett
POST PRODUCTION: Rascal Post
SOUND
SOUND: Dave Robinson @ Creative outpost
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