Winnings has recently debuted a fresh brand campaign in collaboration with Step Change, heralding the arrival of ‘Welcome Home’ as its new central theme for the year.
The focal point of the campaign is a captivating 30-second film that offers a glimpse into the flagship Redfern Showroom, with a spotlight on a captivating character named Christine.
According to Daragh Ledwidge, Creative Director at Step Change, “The film beautifully captures the deep affinity our protagonist, Christine, holds for the welcoming ambiance and cozy in-store experience that is unique to Winnings. While I won’t spoil the storyline, let’s just say Christine might find herself particularly drawn to the experience.”
For those embarking on home renovations, Winnings offers a haven where you can envision your home within ours.
Ashton Bishop, Head of Strategy at Step Change, explains, “The transition to Winnings, Welcome Home resonates with customers, evoking an immediate sense of belonging the moment they step into a Winnings showroom. With top-tier appliances at your disposal, expert guidance at hand, the aroma of freshly ground coffee beans, and culinary workshops to savor, leaving becomes the last thing on your mind.”
The campaign’s soundtrack, crafted by the esteemed composer Elena Kats-Chernin, was produced by Heckler and Heckler Sound.
Harry Boileau, General Manager at Winnings, emphasizes, “Our showrooms are meticulously designed to offer an immersive and inspirational shopping experience, tailored for customers seeking to elevate their living spaces. With a century-long legacy, we continue to pioneer innovations in customer service. This campaign not only signals our evolution from Winning Appliances to Winnings but also positions us as a one-stop destination for all your home essentials, from kitchen and laundry to bathroom, living, and alfresco. At Winnings, your home transformation begins here.”

The campaign will be prominently featured across broadcast TV, transit out-of-home advertising, outdoor billboards, and social media platforms.
Creative Agency: Step Change
CEO/Head of Strategy: Ashton Bishop
Creative Director: Daragh Ledwidge
Client Success Manager: Angie Sayer
Designer: Leo Guevara
Designer: Mark Deutsch
Production Company: Heckler
Post Production Company: Heckler
Audio Post Production: Heckler Sound
Music Composer: Elena Kats – Chernin
Client: Winnings
Chief Executive Officer: John Winning
Chief Strategy Officer: Katharina Kuehn
General Manager: Harry Boileau