This “Escape the Catalogue” spot for Wayfair 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–like the apple the guy’s holding is fake and the baby being cradled by the woman is a toy doll–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.
The first installment of the “Go Your Own Wayfair” creative campaign, “Escape the Catalogue” was directed by Bjorn Ruhmann of SMUGGLER for agency BBH London.
“When Dorothy said ‘There’s no place like home’ she obviously wasn’t living through the Age of Greige,” said Helen Rhodes, executive creative director at BBH London. “In the first installment 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.”
“Escape the Catalogue” launches the Go Your Own Wayfair platform, and marks BBH’s first engagement with Wayfair–following a competitive strategic and creative pitch in 2022.
“Escape the Catalogue” makes its debut on social media before appearing on TV starting in July, accompanied by a suite of stills showing the quality and variety of products in the Wayfair world. It marks the first instalment of an omnichannel brand campaign running in the U.K. that will ensure Wayfair is fixed in people’s minds as the number one destination for all things home. A second instalment is set to appear early in 2024.
CreditsClient Wayfair Agency BBH London Karen Martin, CEO; Helen Rhodes, executive creative director; Lucy Johnstone, art director; Grace Chambers, copywriter; Simon Gregory, chief strategy officer; Saskia Jones, group strategy director; Sammi Roberts, producer--TV commercials; Valentina Schwendinger, assistant producer. Production SMUGGLER Bjorn Ruhmann, director; Jason Scanlon, producer; Martin Ruhe, DP; Zuzia Mazurczak-Beska, production designer. Editorial Trim Paul Hardcastle, editor. Postproduction Electric Theatre Collective Sound Design Soundtree Music Henning Knoepfel, sound designer; Neil Athale, sr. producer. Music ETC Music by Ben Jones and Luke Fabia/BS Luke Fabia
The Best Work You May Never See: McCann NY, Director Christian Breslauer Sound Grande For New York Lottery
McCann New York launched a campaign for the New York Lottery which includes this music video-style spot directed by Christian Breslauer of London Alley. The :30 features a signature song, “Sounds Grande,” as we see our featured music video protagonist get into the lotto spirit thanks to the new GRANDE Scratch-Off Games (up to $3 million in cash prizes, and a chance drawing for one of 100 VIP trips to Billboard Latin Music Week in Miami). The new lotto games were designed by McCann Design, inspired by the colorful storefronts of New York bodegas. [video width="1920" height="1080" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/09/18010750/YNSL3561000H_NYL_SOUNDS-GRANDE_30_ENGLISH.mp4"][/video] Read More