Krow Gets Down to the Nitty Gritty with New DFS Campaign

krow has created an integrated campaign to showcase DFS’ British heritage, quality and craftsmanship.

The campaign was filmed in DFS’ own Lincoln House Workshop in Derbyshire and stars actual DFS craftsmen and women who were cast on the day of the shoot.

The campaign will launch with a TV spot featuring portraits of DFS craftspeople as they take up the tools of their trade, ready for their impending Christmas rush. We see carpenters and upholsterers taking hold of their hammers, pattern cutters armed with scissors and fabrics, and seamstresses eagerly waiting behind their sewing machines.

The same craftspeople are featured in a complimentary press campaign. What’s more, after recently winning the DFS digital business, the campaign idea is now reflected across all digital comms, which further reinforces the care, and attention DFS put into each and every product.

The campaign focuses on bringing to light the brand’s hidden truth that each and every sofa is handmade to order by their skilled craftsmen and women, many in their own UK workshops.

Nick Hastings, Creative Founder at krow said: “We wanted to celebrate one of the surprising things about DFS and we felt it would make for a distinctive and authentic commercial if we featured the people who really do make it all happen, and hand-make every sofa.”

The first 40 second spot aired nationwide on Tuesday 29th September and will run until 2nd November.