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Furniture Takes on a Life of its Own in MADE's Unexpecting Campaign


Brand platform ‘Never Ordinary’ from Wonderhood Studios sees home design like never before

Furniture Takes on a Life of its Own in MADE's Unexpecting Campaign

MADE is launching a new long-term brand platform ‘Never Ordinary’ across its key European markets. Created in partnership with Wonderhood Studios, the launch campaign is an exploration of the home being a hub for creativity and originality. By taking the brand in a new direction, the campaign showcases MADE’s unparalleled authority in exceptional and unexpected design.

MADE hit the market in 2010 and has since been the leading digitally native lifestyle brand in home. Disrupting the industry with high quality, exclusive designs underpinned by a responsible production model, MADE enables customers to realise the vision of their homes.

The major brand refresh is all about making statements, obsessing over detail, and being daring in design. MADE is excited by innovation and committed to constantly pushing boundaries in design and challenging convention in all it does. ‘Never Ordinary’ will work as a guiding internal philosophy from showrooms to customer services and product packaging.

The first instalment, in a campaign created by Wonderhood Studios, launches with a film in which an unexpecting guest, Daniel, arrives in his date’s home for the first time. Upon following instructions to the bathroom upstairs, Daniel finds himself in a long corridor with a series of pristine doors. As he opens each door, the room comes alive with the personality of the furniture inside; bedazzled by flying sofas and beguiled by an underwater world.

The film was directed by Fabrice Le Nezet and will run digitally across MADE’s key European markets: the UK, France, Germany, and the Netherlands. Supporting the digital campaign is a series of stills shot by Joe Jackson, which mirrors the three rooms featured in the film. It is Wonderhood Studios’ first piece of work for the brand since winning a competitive pitch earlier this year.

Jude Whyte, brand director at MADE, said, “We are super excited to finally be sharing the launch campaign of our new brand platform Never Ordinary. We know that our customers all have a unique vision of how their homes should be and we wanted to show through this campaign that MADE is here to elevate and evolve that vision with them. Our products are designed by people – for people – to help them express themselves in unique ways.”

Sofie Saietz Bergstrand & Simone Weilborg, creatives at Wonderhood Studios, added, “It’s not every day you get to launch a new campaign for a brand with such an extraordinary POV on design and craft. MADE is all about being brave, bold, and embracing your personal style, reflected in their new brand platform ‘Never Ordinary’. This has been our North Star throughout – from choosing furniture pieces to finding the perfect shade of fish head. Working with Fabrice and Optical Arts Studio to bring this to life has been a dream.”


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Genres: People, Dialogue

Categories: Home, Soft Furnishings

Wonderhood Studios, Tue, 06 Sep 2022 10:02:58 GMT