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
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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