Launching DFS' new durable sofa fabric

The headscratcher

It’s a dangerous world out there for a sofa. From spilled drinks to troublesome pets, our sofas have to put up with a lot.

That’s why DFS introduced a new durable sofa fabric, tested in five different ways to guarantee its resilience. We were tasked with promoting this to consumers, to help make the launch a success.

How do you communicate the user benefit of a new harder-wearing sofa fabric?

Big positive impact

We created a short TV ad that uses a combination of energetic photography, playful typography and quirky music to communicate the added durability of the sofa fabric, bringing to life how ‘life-resilient’ it is.

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Dino Boy

Isn’t it great when we can say yes to our little ones?

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Celebrating comfort with DFS

To launch DFS’ new brand positioning of ‘the Champions of Comfort’ we have created a new brand TV spot to celebrate the comfort of home.

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