The British furniture retailer puts spotlight on athlete down-time ahead of Rio 2016 in new branded content campaign
In a first for the brand, DFS launched the second phase of its Rio 2016 Olympic sponsorship campaign with profiles of three of Great Britain’s Olympic medal-winning hopefuls; cyclist Laura Trott, swimmer Adam Peaty and gymnast Max Whitlock.
As part of the campaign, DFS has partnered with London agency, Just So, to give the nation an exclusive insight into each athlete’s home life and down-time. The campaign marks the first instance the British furniture retailer will reach out to consumers through online content and seeks to engage new audiences in the lead up to the games and provide an alternative perspective on the well-established brand.
Simon Bell at Just So comments: “We’ve been thrilled to take DFS on this journey into online content. These short documentaries are about experiencing a day in the life of an athlete - outside of the limelight. We know that proper rest and relaxation is a key part of an athlete’s success, yet it’s an area that is often ignored in content. The idea to document the athlete’s down-time and home life, really stemmed from this insight and the parallel we could draw with DFS as a brand.”
The three leading short documentaries of the campaign present an intimate portrait of each athlete as they spend time in their homes and with their families, offering a privileged look at Laura’s proposal, Adam’s super fan Gran and Max’s new home.
Just So fully serviced the online content arm of the campaign from start to finish; developing the creative, producing the films, and finishing them in post. Cut downs of the films will also be launched across social media. The campaign will form part of a larger push by DFS who are collaborating with an agency team in the run up to the Olympics this year.
Simon adds: “This campaign is an expansion of DFS' marketing focus and it’s so exciting to be a part of that. These films look to mirror the bespoke British craftsmanship and talent that goes into every DFS sofa.”
The first phase of the campaign launched last week, seeing Just So shine a spotlight on the DFS team as they create the bespoke Britannia sofa for the GB Olympic home in Rio. The third phase will launch in the immediate lead up to the Games and will summarise and draw on all aspects of the campaign.
Creative Agency:Just So
Agency Production:Rosie Box, Steve Smith
Music and Sound
Music Production:Gauthier Ajarrista
Post Production / VFX
Post Production House:Just So Films
Executive Producer:Ric Baldock
Production Company:Just So Films
Production Manager:Matt Wilson
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