Fantastic Furniture launches new campaign directed by Phillip Sage via In The Thicket
Fantastic Furniture has launched its new campaign highlighting their diverse product range across Bedroom, Living and Dining categories.
Each spot shows a handful of natural moments where people come together and enjoy the homes they’ve created.
Says Jacqui Hawkins, marketing manager, Fantastic Furniture: “Our aim with these commercials was to reflect our customer’s experiences and show how easy it is to create a home you love with Fantastic Furniture. We make and sell furniture as a business, but this just serves people’s desire to create places where great memories can be made. Phillip directed these spots beautifully which captures this sentiment and moves us as a brand closer to where we want to be.”
Adds In The Thicket director Phillip Sage: “Everyone knows Fantastic – creating a series of commercials that shifted people’s perceptions without losing sight of Fantastic’s values was for me, a rewarding process.”
Says Ben Miles, creative director, Interbrand: “For us, working with a brand like Fantastic is an exciting opportunity as the next chapter is looking very bright for them as a business. The key pieces are firmly bolted into their DNA and our role is to amplify this. These commercials work as the first step in connecting to customers in a new way, showing them that good value means more than just price.”
Client – Fantastic Furniture
Marketing Manager – Jacqui Hawkins
Marketing Coordinator – Kimba Warnes
Agency – Interbrand Sydney (Brand Strategy)
Creative Director – Ben Miles
Production Company – In The Thicket
Director – Phillip Sage
Producer – Marcus Butler
DoP – Christopher Miles
Post House – White Chocolate
Music Composition – Rumble
3 Comments
At least they’re not screaming at you, but this really is just very dull wallpaper.
There’s really nothing here to cut through and engage an audience flicking out of the ad break during Masterchef. And what is there to differentiate it from any number of same-same ads aimed at middle Australia? It’s the same kind of music, voiceover, casting, direction as any number of Holden, Nestle or Masterfoods ads. (Except maybe that awfully cheep looking logo tacked on the end?)
Sorry to be negative (and to all the people who worked hard on this – it’s hard to hear criticism) but it’s this sort of thing that is killing the Australian ad industry and when the client sees that nothing has happened to sales or brand health measures they’ll assume that TV is not a good channel for them (but look at what KMart, Aldi and John Lewis can achieve when they strike out with good work in the retail space).
You could say that it’s a result of Interbrand being at the helm, but plenty of creative agencies are producing the same kind of thing. Come on clients and your agencies – please do better for all our sakes.
Nail on the head!
@drowning i couldn’t agree more with your comment. It doesn’t even seem to fit with the brand. The logo and branding is pretty awful, but they could have done something fun and interesting to embrace (if they didn’t want to change the branding that is).