Throughout the Rio Olympics, DFS are promoting their official Team GB partnership and celebrating the hard work that goes into getting to the top of your game. The campaign heroes their three Team GB ambassadors – one of whom is swimmer Adam Peaty, who won Team GB’s first medal by winning Gold for the 100m Breaststroke, smashing his own world record and ending GB’s 28-year wait for a men’s Olympic swimming title.
Krow, the agency behind DFS’ ‘Great Brits’ campaign ran a series of tactical digital OOH ads around Adam’s final over the weekend - as he is the first of DFS Team GB Ambassadors to compete (the others are cyclist, Laura Trott and gymnast, Max Whitlock). Good luck messages ran on digital OOH on Sunday afternoon (August 7th) and evening ahead of this morning’s 3am final. ‘Well done’ digital OOH posters are running today.
The brand film heroes their three Team GB ambassadors: cyclist, Laura Trott; gymnast, Max Whitlock and swimmer, Adam Peaty as well as some of DFS’ own craftspeople. It shines a light on British quality manufacturing by announcing that DFS has been awarded a British Standard for the strength and durability of their sofas. In particular, it features the Britannia – the ‘Great British Sofa’, which is inspired by the best of British design, materials and workmanship. Britannia was made especially for Team GB to feature exclusively in British House –Team GB’s Headquarters in Rio.
Throughout the 30 second ‘Great Brits’ ad, the film cuts between the three athletes going through their rigorous training regimes and the DFS craftsmen and women who are hard at work in DFS’ own Lincoln House Workshop, Derbyshire. There is a synergy between the athletes’ and craftspeople’s actions; both look heroic and are beautifully shot in a moody atmosphere to create a stunning and slick sporting brand film. The ad ends on a young supporter cheering on the team from the Britannia sofa at home.
“Ok, so the craftspeople at DFS can’t do triple summersaults. But just like the Team GB athletes, they’re skilled and not afraid of a bit of hard graft. We’re glad we got to show that side to them.” Darryl George, Creative Director, krow
"This is a great piece of work to show our support for Team GB in Rio and to highlight the hard work, care and attention our craftsmen and women put into hand making every sofa. That's why we have the best sofas to watch the Olympics from.” Mark Mallinder, Head of Marketing, DFS
Creative Credits:
Creative Ad Agency: krow
ECD: Nick Hastings
Creative Directors: Darryl George & Jon Mitchell
Planning Director: Aileen Ross
Business Director: Blake Armstrong
Account Director: Felicity Pelly
Senior Account Executive: Camilla Renny-Smith
Head of TV: Emma Rookledge
TV Producer: Davina Hickson
Film Production: Outsider
Director: Pedro Romhanyi
Producer: Gareth Francis
D.O.P: Tat Radcliffe and Ray Coates
Editor: Sam Bould @ Big Buoy
Post Production: The Mill
Post Producer: Richard Hawkins
Colourist: James Bamford
Smoke: Richard Payne
Sound Design: Owen Griffiths @ Jungle
Music: Chris @ Finger Music
Thanks to: Kate Bailey, TV Producer