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Krow Gets Down to the Nitty Gritty with New DFS Campaign

Creative 816 Add to collection

Outsider's Pedro Romhanyi shoots actual DFS craftsmen and women in action

Krow Gets Down to the Nitty Gritty with New DFS Campaign

krow has created an integrated campaign to showcase DFS’ British heritage, quality and craftsmanship.

The campaign was filmed in DFS’ own Lincoln House Workshop in Derbyshire and stars actual DFS craftsmen and women who were cast on the day of the shoot.

The campaign will launch with a TV spot featuring portraits of DFS craftspeople as they take up the tools of their trade, ready for their impending Christmas rush. We see carpenters and upholsterers taking hold of their hammers, pattern cutters armed with scissors and fabrics, and seamstresses eagerly waiting behind their sewing machines.

The same craftspeople are featured in a complimentary press campaign. What’s more, after recently winning the DFS digital business, the campaign idea is now reflected across all digital comms, which further reinforces the care, and attention DFS put into each and every product.

The campaign focuses on bringing to light the brand’s hidden truth that each and every sofa is handmade to order by their skilled craftsmen and women, many in their own UK workshops.

Nick Hastings, Creative Founder at krow said: “We wanted to celebrate one of the surprising things about DFS and we felt it would make for a distinctive and authentic commercial if we featured the people who really do make it all happen, and hand-make every sofa.”

The first 40 second spot aired nationwide on Tuesday 29th September and will run until 2nd November.

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Post Production / VFX

Post Production Company: Richard Hawkins @ The Mill

Smoke: Richard Payne

Production Company

Director: Pedro Romhanyi

DOP: Ray Coates

Production Company: Outsider

Producer: Gareth Francis


Sound Design: Jungle


Editor: Shaun Gardiner @ Big Buoy

Creative Agency

Creative Agency: krow

Executive Creative Director: Nick Hastings

Senior Creative: Jon Mitchell / Darryl George

Senior Planner: Aileen Ross

TV Producer: Davina Hickson

Genres: People

Categories: Home Appliances, Furniture

krow London, Thu, 01 Oct 2015 13:49:32 GMT