Heal's - Love is in the Chair

Ben Malbon

Campaign for Heal's, the furniture store. To differentiate from growing fashion-led competition, focused on insight that people want lasting relationships with their furniture.
Agency: DDB LondonAuthor: Ben Malbon

Heal's – Love is in the Chair

BACKGROUND TO A NEW BRIEF

Throughout the 1990s the upmarket furniture and home-stores category had been expanding. British tastes were becoming more adventurous, we were increasingly heeding calls to “chuck out the chintz”, and with the dotcom economy booming, many of us had a bit more cash in our pockets to spend on all those slightly less than essential items such as designer sofas, chaise longues and Scandinavian shelving systems.

By late 2001 competition to Heal's – a well-established contemporary home wares and furniture retailer...

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