Made.com, the furniture retailer, has launched a new brand platform and campaign seeking to upturn lifestyle category clichés and show how its customers really live. The new “Live Unboxed” platform is the first work for the brand by Fabula and initially launches with a campaign spanning print, online and social media across the brand’s Instagram and Facebook channels. The creative executions show scenes in the home played out in unexpected ways. One shows a party taking place in a living room furnished with Made.com pieces, with the words: “I don’t stay in. I stay up.” Another shows two women playing table tennis on a Made.com dining table with the line: “I don’t serve. I play.” The new platform will run throughout Made.com’s channels and upcoming campaigns.
Win Kwok, Brand Director at Made.com, said: “The new platform is based on the company truth of Made.com always reacting against category clichés and expected ways of living. We're gradually bringing this to life through all communication channels and have been collaborating with Fabula in our upcoming campaign activities. From the outset, working with Fabula has been akin to working with partners rather than an agency. The benefits of this are evident in the quality of work coming through.”
Luke Williamson at Fabula, added: “It’s refreshing to work with such an entrepreneurial brand. The work has been shot to appear more like a fashion brand than a traditional furniture brand, which reflects the mentality of the business and the consumer.”
