DFS wanted to use their Olympic sponsorship of Team GB to drive brand reappraisal and reach new audiences through digital channels, changing long-standing perceptions of the discount brand established through their traditional TV advertising.
Our campaign took a fresh approach to exploring the lives of athletes, exploring how rest and relaxation is as much a part of their success as the hard yards on the training ground. Gaining unprecedented access to the home lives of Olympic athletes Laura Trott, Adam Peaty and Max Whitlock, we created an intimate series of portraits for the brand’s first ever online content campaign. This was supported by a craft film that showed the expertise and skill that goes into every DFS sofa handmade in England - including the Great British Sofa made for the athletes’ Olympic Village in Rio.
Partnering with our in-house post production department, we created a high value, low cost additional suite of content that was utilised across DFS’ newly created social channels and seeded to sporting and lifestyle press to support the wider story of their sponsorship of Team GB. The campaign was also delivered to the nation as a 30” digital TVC during the final of Britain’s Got Talent.