London, 3 rd January 2017: Online design brand, MADE.COM has
unveiled a new campaign to promote its January sale which runs
on TV, print, Out-of- Home (OOH), online and social channels.
Comprising of a range of 30-second, 20-second and 10-second
spots on TV, as well as full and half page print ads and OOH
formats, the campaign broke on Christmas Eve and runs for six
weeks in the UK, France and Germany.
Fabula, was briefed to create a sale campaign which wouldn’t
detract from the brand’s design values.
The resulting work is built around the notion of ‘The Great
Unboxing’, with the creative executions championing the feeling of
receiving – and then ‘unboxing’ - a beautiful piece of design you’ve
been eagerly awaiting.
Print layouts show a dancer poised with a pair of scissors,
surrounded by boxes, while the TV spots show the same model in
a jumpsuit, dancing as boxes explode around her and send
coloured confetti flying.
In some of the print and TV executions, a statement lime green
armchair is seen – typifying the standout design qualities the brand
is known for.
As the dancer flicks and kicks various boxes, which explode like
fireworks, the voiceover tells us to: ‘Get unboxing at MADE.COM.’
Win Kwok, Brand Director MADE.COM, explains: “With this
campaign we are reflecting the personality of the company. The
advert is joyful, even playful with a strong focus on design.”
Jennifer Black, Managing Director of Fabula added, “This work
brings to life MADE.COM’s premium design values – and the fact
that customers will enjoy up to 40% off in January. We sought to
show how much customers enjoy MADE.COM products and the
very act of ‘unboxing’ them.”