Wayfair is calling time on the "Age of Greige and samey interiors" with a new ad campaign developed by creative agency Bartle Bogle Hegarty (BBH).
The online retailer says the Go Your Own Wayfair campaign emphasises how the sheer breadth of products available to consumers through the platform will enable them to better express themselves through their interiors.
The first instalment of Go Your Own Wayfair is a film called Escape the Catalogue, which "tells the story of a young couple trapped in a dystopian catalogue world of minimalist, bland furniture. Once they see their reality for what it is, they are able to break free from the confines of the catalogue into the vibrant, eclectic world of Wayfair where they can fully express themselves in their home and create a new reality of their own".
Escape the Catalogue will debut on social media before appearing on TV in July, and will be the first instalment of an omnichannel UK brand campaign, with a second instalment set to appear early in 2024.
“Wayfair has already built strong brand awareness in the UK," says CMO Europe David Twehues. "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.
“Together with BBH, we identified humour and authenticity as a way to connect with UK customers. By pairing that with our extensive product selection that is built for home, we arrived in this vibrant creative territory. 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.”
