Wayfair, one of the world’s largest online destinations for all things home, recently launched the third iteration of its integrated strategic campaign “Go Your Own Wayfair”. This is the first spot of the campaign developed by Jung von Matt LONDON.
The new spot ‘Get it out of your head and into your home’ tells the story of a woman who can’t stop thinking about furniture, so much so that she keeps encountering products in the most unexpected places, whether that’s on the tube or at the coffee shop. Finally, with the help of Wayfair, she’s able to realise her dreams and find the perfect furniture for her home.
To learn more about the spot and the omni-channel campaign around it, we spoke to Charlie Hurst, ECD at JVM London
What was the brief?
Wayfair offers a great range of furniture, but it’s not front of mind in the UK market. They asked us to create something sticky, to make wayfair.co.uk a must visit location in that search for the perfect furniture.
How did the initial pitch/brainstorming phase go?
We went around the houses, to be honest. But that’s part of the creative process sometimes. We had some great scripts on the table early doors but nothing that was really ringing true to the journey you go on to make a big home purchase like a sofa; until…
What was the production process like?
Complicated to be honest. We worked with an amazing production company, Arts & Sciences who with comedy directing duo, Adam & Dave worked very hard to make something we’re all proud of with an ambitious script and a challenging budget.
But this was more than a TV ad. It was a fully integrated campaign, with a separate OOH shot by Kristy Noble (Represented by Pat Bates & Associates). As well as individual social films - all happening consecutively. You have to hand it to the brilliant producers and account team for holding something like that together.
What was the biggest challenge during production? How did you overcome it?
There are always learnings when you start working with a new client. I think the biggest challenge was managing everyone’s expectations, including our own.
What’s the main message of this project and why does it matter?
The main message is to encourage people who can’t stop thinking about getting that perfect piece of furniture that, Wayfair is where you go to get it out of your head, and into your home. It matters because we’ve all been there and no one wants to spend their lives touching Persian rugs inappropriately.
How long did it take from inception to delivery?
Around six months.
Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?
We had quite a few creative teams working on it at the start and it was a combination of efforts.
One writer had a line around ‘Getting it out of your head’ (I think), and another creative had a script that worked perfectly with it. We sharpened the line and combined both things to get to the final result. A team effort.
How did you ensure that the concept aligned with the brand's values, goals, and target audience?
By working with the client, as a partner, as opposed to against them. Treating them as part of the team helps to get better answers and naturally all of the above is integrated into the execution easily.
Were there any alternative concepts or ideas considered during the ideation phase? If so, what led to the selection of the final concept?
Yes, loads, of course. We went through rounds and rounds of work. But the final work struck the right balance of tone, product, and humour.
What role did consumer research or market analysis play in shaping the concept and its execution?
We did our research. We wanted to understand the thought process people go through in buying that big-ticket item like a new sofa. We didn’t research the work itself.
Can you discuss any unique or unconventional production techniques or approaches used to bring the idea to life?
We did this the old-fashioned way. We used humans, controlling puppets that were crafted from real furniture. A decision to create that real, slightly squiffy, handmade, characterful. charming feel. And in a world of CGI and AI; we liked that approach.
How did you ensure that the concept remained innovative and stood out in a crowded marketplace?
Craft. Marcos and I ensured that everything was pushed as far as possible, in the time we had, given the budget. Just because you don’t have millions and millions, doesn’t mean you don’t push the craft of it until they force you out the room.
I think often that’s the difference. Caring more. About the grade. The music. The sound design. Casting. It all matters and it all adds up.
What do you hope it achieves for the brand?
Of course, I hope they sell a lot of furniture and people start making Wayfair their go to when they have to scratch that furniture itch!
Credit list for the work?
Creative Agency: Jung von Matt London
ECDs: Charlie Hurst & Marcos Gemal
CD: Max Batten
Art Director: Marie Rothemund
Social Media Creative: Mohammed Elkateb
Producer: Samara Zagnoiev, Ralph Teichmann, Antonia Duering
Production Company: Arts & Science / MD: James Bland
Directors: Adam & Dave
Producer: Tom Farley
DOP: Mateusz Dziekoński
Post Production: Black Kite
Colourist: George K
VFX lead: Marcus Moffat
Sound: 750, Sam Ashwell & Jake Ashwell
Music: DaHouse Audio
Composers: Wonder Bettin and Rodrigo Lemos
Music Production: Wonder Bettin, Rodrigo Lemos, Lucas Mayer and Silvio Erne
Stills: Kristy Noble
