Art Direction. Creative. Digital
Luxaflex® recognised the window dressing landscape was becoming increasingly democratised and tasked Outpost with developing a strong and more differentiating campaign message for the launch of their new Roman Blinds collection across Europe. The new campaign had to embody the brand’s values and personality but at the same time appeal to a younger and broader audience.
The challenge would be to create an engaging campaign that would resonate with multiple audiences across multiple countries.
As we were trying to expand the target audience we are attracting to this range; so, to make sure we are truly engaging with them across the board, the key question is ‘what is it that unites all these different demographics?’
From careful first-time buyers to affluent empty nesters – from ‘living on a budget’ to ‘money is no object’ – the one common denominator is that they are proud of their home and want it to look a certain way. That is, they want the best for the home they are making, whichever end of the price range they are shopping in. And that’s where we position Luxaflex®; as the natural home for all these people.
The campaign seeks to celebrate and give people the confidence to express their individuality and have fun with their interior design.
We took inspiration from the fact that the audience enjoyed the process of starting a new project; collecting the swatches, visiting showrooms, looking through collection books and dreaming of their perfect room. This is something that convenience online shopping can never replicate and something we played heavily on as we knew our consumer will be discerning and considered. They will want to touch the fabrics, consult the experts, marry up colour combinations and add to their ideas mood board.
The overall art direction embraced this key insight of the audience. The adverts featured a montage style layout giving them a ‘mood board’ style look combined with a strong colour scheme gave the creative real stand-out appeal and confidence. The design language while a departure from the previous creative allowed this campaign to have its own personality, embracing multiple identities and looks.
The campaign is currently being rolled out across Europe.