You’re (Still) Better than Flat-Pack: Vinterior Launches Punchy Out of Home Campaign

Sustainable furniture champion, Vinterior, is doubling down on its mission to make vintage the new normal, launching a London-wide ad blitz that playfully pokes at the mass-produced, flat-pack furniture industry.

Hot on the heels of a viral London Underground campaign that took aim at a certain Swedish furniture brand, Vinterior's latest push features a mix of eye-catching new creatives and fan-favourite taglines, splashed across the Tube, Railway stations, London buses, and massive 48-sheet billboards. Continuing to play into the mindset that “You’re better than flat-pack”, the new campaign includes some delightfully playful copy: "The only screwdriver needed is 1 part vodka and 2 parts orange juice," and “Life’s too short to have a one night stand with an allen key”. 

Created in partnership with agency 10 Days, Vinterior, the online vintage marketplace, is pulling no punches in its ongoing crusade against 'fast furniture'. The campaign leans into a provocative David vs. Goliath-style narrative, with the online pre-loved furniture seller underdog taking on generic mass produced homeware giants. In a clever (and deliberate) use of buses as media buy, the yet to be opened IKEA store on Oxford Street (famous for it’s giant blue bag exterior) will have Vinterior message, “You’re better than flat-pack” and “Prove you’re not boring” passing by in front of it every ten minutes. How’s that for a sling shot?!

Lucy Ward, VP of brand, Vinterior, comments, "A tree is chopped down every minute to produce new furniture which often lasts less than ten years. We created this campaign to get more people considering beautiful, quality pre-loved pieces as an alternative so we're super proud to see it rolling out further." 

Jolyon White, co-founder of 10 Days adds, "This bold and punchy campaign has put Vinterior on the map. But more importantly it has inspired people to make a more sustainable choice with vintage furniture instead of contributing to the demand of the endless cycles of mass production. That’s pretty cool.”

Vinterior's new ads will run until June across prime London Underground, trains, bus, and billboard locations. The brand is inviting design-savvy, sustainability-minded consumers to join the vintage revolution at vinterior.co.